DSP Blackrock Promo, Case study GROWING PAGE NUMBERS by Taproot Mumbai

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GROWING PAGE NUMBERS

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Industry Banking & Financial Services, Investments
Media Promo & PR, Case study
Market India
Agency Taproot Mumbai
Executive Creative Director Agnello Dias
Art Director Santosh Padhi
Released April 2011

Credits & Description

Category: Best Use of Print
Advertiser: DSP BLACKROCK
Product/Service: DSP BLACKROCK MUTUAL FUND
Agency: TAPROOT INDIA
Date of First Appearance: Apr 19 2011
Entrant Company: TAPROOT INDIA, Mumbai, INDIA
Chief Creative Officer: SANTOSH PADHI (Taproot India)
Chief Creative Officer: AGNELLO DIAS (Taproot India)
Executive Creative Director: SANTOSH PADHI (Taproot India)
Executive Creative Director: AGNELLO DIAS (Taproot India)
Art Director: SANTOSH PADHI (Taproot India)
Copy writer: SANTOSH PADHI (Taproot India)
Copy writer: Agnello Dias (Taproot India)
Account Manager: Manan Mehta (Taproot India)
Digital Designer: Pankaj Jejurikar (Taproot India)
Cinematographer: Loknath Panigrahi (Loknath Panigrahi Photography)
Media placement: Magazine - Mutual fund insight & Money matters - April 2011

Insights, Strategy & the Idea
For a market with the highest rate of savings bank accounts in the world, India has surprisingly low penetration when it comes to other financial investments. Systematic Investment Plans (SiPs), was in the realm of terminology with few investors actually knowing how it works.
The strategy was born out of the need to vividly illustrate how SIPs worked through an analogy that stayed in the mind of the reader/consumer. To do this in print was the challenge, for short of a conventional press ad there is very little leeway to communicate a financial pitch
The TG was young working urban professionals and the insight was based around an observation that the one part of a page in any magazine that stands apart from the print media is the page number.
It was relevant to the brand/client since this was the most basic, vivid analogy of how the product works.

Creative Execution
The creative execution involved a very simple device. It is very common in India and perhaps in most parts of the world to add a slash and a dash /- after a number or a figure to connote that it is a monetary amount. We decided to use this same graphic symbol of a slash and a dash /- as a suffix to each page number to connote the steady investment gains of an SIP.

In One of the leading Mutual Fund magazine we used an existing editorial item (the page number) that is present on each and every page we engaged the reader immediately since it was notice quickly and the point made even more clearly.
with a full page ad of DSP BlackRock Mutual Fund ad on the last page of the magazine to communicate process of SIP

Results and Effectiveness
Enquiries about details on DSP BlackRock’s latest SIPs saw a positive sign in the market place, compared to their past SIP's, since its done in the month of April 2011, we do not have the results yet to support the case