Disney+ Hotstar enabled HDFC Mutual Fund to showcase its Independence Day campaign
For most Indian households, financial decisions are looked upon as a man’s domain. Women, on the other hand, are perceived to be ‘money managers’ who will run a household basis a fixed amount handed by their partners. It’s also common for homemakers stash away some money from their monthly funds, usually in secret places in the kitchen such as in jars or barnis.
Drawing inspiration from this insight, for Independence Day 2021, HDFC Mutual Fund released a campaign – #BarniSeAzadi – that looked to educate investors about mutual funds. Further, the campaign also wanted to make women aware of the financial instruments for investments as opposed to the traditional route of trying to save money in kitchen jars, where it does not accumulate any interest.
To amplify this message, the brand wanted to collaborate with a partner that narrates its long form video-led campaign without interruptions and found it in Disney+ Hotstar.
The strategy and execution
The platform allowed HDFC Mutual Fund to target a specific cohort with the right ad format. This led to maximum impact and bang for the brand’s buck. With Disney+ Hotstar format allowing for uninterrupted storytelling, audiences received the message in HDFC Mutual Fund’s long-form ad as desired. Disney+ Hotstar’s also layered demo targeting with geo to create awareness in their desired audience cohort.
Client Speak
Shyamali Basu, Executive Vice President & Head – Product, Marketing and Training, HDFC Mutual Fund, said, “In India, there is a unique culture of stowing away savings in barnis (traditional jars found in our houses), which invariably meant that the money was kept idle, without any potential of growth. Through our #BarniSeAzadi campaign, we wanted to educate people about the importance of investing or putting money to work, instead of keeping money idle. Also, while Indian women have been exceptional at managing household budgets and saving money for the rainy day, mostly they haven’t taken centre stage in making key decisions for personal finance. In that sense, our campaign was focused on creating financial awareness amongst Indian women.”
Impact
The numbers proved the campaign’s significant impact. Over 90% of viewers watched the ad for over a minute, while over 70% viewed it for over two minutes. Through its association with Disney+ Hotstar, HDFC Mutual Fund was able to reach 3.5 million relevant viewers, generating more than 5.8 million views during the campaign duration.
