Kotak Mutual Fund had a two-pronged challenge; Every Mutual Fund has a SIP product, how can they own the conversation and become synonymous to SIP in light of a bigger challenge of creating a differentiated communication under Investor Education Program whose AMFI guidelines don’t allow AMCs to call out their Brand name or use a celebrity endorsement.
Unique challenges require unique solutions, we thought the best way to become synonymous to SIP is to personify SIP! We created Mr. SIP – your go-to person for anything and everything about SIP. We didn’t stop there, we created a series of videos that answered the top 10 questions with respect to SIP that users were asking on various digital platforms. We even created a self-learning Voice Bot (1st in the industry) that enabled Mr. SIP to answer questions in realtime across the web, Alexa, and Google Home.
Mr. SIP became a benchmark in the industry where financial advisors redirected people to Mr. SIP portal & video links to answer all the questions related to investing in SIP. The master video got 1.5 crore views in just 15 days of the campaign and individually the 10 video series grossed over 1 crore views, there were 2,00,000 voice bot queries, a 500x increase in website traffic, and 25% conversation over the normal conversion rate all in just 20 days.
Mr. SIP universe was brought alive with colours and aesthetics that distinctly identify with our brand.
We created an interactive landing page where people can find answers to all their SIP-related queries and interact with Mr SIP voice bot.
Won Silver for Best Integrated Media Campaign – Product/Services at Indian Digital Marketing Awards 2020