From pitch to portfolio: AMFI scores big with ICC Men’s Cricket World Cup 2023 on Disney+ Hotstar

As the representative body for the Mutual Funds industry, AMFI, the Association of Mutual Funds in India, is dedicated to building awareness and consideration among investors and stakeholders. With initiatives aimed at enhancing financial literacy and understanding, AMFI empowers investors to make informed decisions that align with their financial goals and aspirations. With the objective of reaching a massive audience of young, affluent, and highly engaged individuals, AMFI leveraged the ICC Men’s Cricket World Cup 2023 on Disney+ Hotstar. By leveraging the tournament, AMFI aimed to build awareness among new-age, first-time investors about mutual funds.

Execution & Strategy

The ICC Men’s Cricket World Cup 2023 on Disney+ Hotstar presented the perfect opportunity for AMFI to introduce an awareness-driven campaign targeting the new-age investor demographic across India. AMFI seized this opportunity to scale its presence among premium audiences, reaching individuals with the potential to invest in Mutual Funds.

Disney+ Hotstar facilitated AMFI in reaching individuals streaming the ICC Men’s Cricket World Cup 2023 matches on mobiles, sharply targeting 15K+ device owners on mobile and CTV audiences across India. The platform ran 25 and 35-second Mid-Roll Ads on mobiles and CTV devices for strategic reach among the target audiences. AMFI also utilized L-Bands during the matches to increase visibility for the campaign during crucial match moments. This enabled AMFI to reach the target audiences at scale and increase brand resonance with a high frequency of the campaign’s video creative.

Brand Speak

Impact

AMFI witnessed a significant increase across key metrics, especially Ad Awareness and Brand Favourability on CTV, with ICC Men’s Cricket World Cup on Disney+ Hotstar.