AI-driven geo-targeting campaign by Nippon India


Nippon Life Asset Management Limited is one of the largest asset management companies in India. They have introduced a geo-targeting initiative to help prospective mutual fund investors connect with distributors of empaneled mutual funds.

The insight behind this campaign is that most prospective mutual fund investors end up avoiding their investments in the absence of a connection with a reputable mutual fund distributor. This problem has gained a lot of seriousness after the success of the AMFI’s ‘Mutual Funds Sahi Hai’ campaign that created a lot of positive disposition regarding Mutual Funds.

 The campaign, conceptualized by Nippon’s marketing team, exposes the key problems, questions, concerns, and comments in investors’ minds and then offers a solution by way of contacts of nearby empaneled mutual fund distributors so that these issues can be resolved and the journey of wealth building is catalyzed. The fund house aims to help connect potential investors with local MFDs covering close to 2000 core pin codes across India via this social media initiative. Facebook will be used as the social media site for the month-long initiative. The contact information of MFDs is displayed depending on the location at which the ad is shown, using geo-targeting at the Pin code level. Based on the venue, an algorithm customizes the ad for the audience. NIMF has already been at the forefront of giving the latest communication technologies to corporate partners. The firm has supported MFDs in many ways since March 2020 to ramp up their businesses.

They have made thousands of copies of this video with the contact information of local MFDs and will be geo-targeting them at the pin-code level. This will ensure that prospective investors in Bandra, Mumbai, or Bhatinda, Punjab, with eagerness to invest in the Mutual Fund but many unanswered questions in their minds will be supported with names and numbers of empaneled MFDs in their proximity.


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