Pitch BFSI Marketing Awards 2025
Incremental reach via frequency cap optimization.
Higher view-through rate than Industry benchmark.
More assisted revenue vs. previous campaign.
For most Indians, investing still feels complex and distant. Axis Mutual Fund wanted to change that—to become a trusted partner in every Indian’s journey toward financial growth. The brand’s mission was simple yet powerful: Simplify wealth. Amplify aspirations.
To bring this to life, Axis MF built a smart, tech-backed media approach rooted in storytelling—meeting people where they are, in the language they understand, and on the platforms, they use every day.
Axis MF used key GMP tools—DV360 for cross-platform buying, centralized ad serving for efficiency, Ads Data Hub for user-level insights, and GA (Web & App) for cross-platform measurement. This enabled a unified, performance-driven media strategy with minimal wastage.
Started with relevant in-market and affinity audiences, then fine-tuned weekly based on real-time performance—maximizing efficiency and engagement.
To make finance feel approachable, vernacular video and display creatives were used—ensuring cultural resonance across key regional markets.
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