Bombay Design Centre creates an interactive microsite for IDFC Mutual Fund’s ‘Dil Ke Ameer’ campaign

How far will you go for the things you love? A simple but compelling question kickstarts the web experience of IDFC Mutual Fund’s ‘Dil Ke Ameer’ campaign. In a collaboration with multiple agencies across media, Bombay Design Centre created the interactive microsite for this campaign, which asks consumers to tap into their long-lost dreams and motivates them to turn their dreams into financial plans.

How did Bombay DC create the digital framework for this idea?

The microsite asks consumers a series of questions on something they want to do, a place they want to visit, an experience they want to have and something they want to own. Users are provided with a set of six options to choose from, following which a customised, shareable video is created for each individual. It can be shared both on social media, as well as on email.

The campaign targets anyone, across age, gender and demographic, who has a dream and the desire to start investing his/her money to make it real. Ankur Rander adds, “The insight was beautifully crafted into a highly engaging and rewarding experience – through design, copy and code across all devices and mediums. The personalised digital piece enables user stories and conversation and has attracted over 45000 unique visitors so far, with an average engagement time of over 3 minutes.”

According to Rishi Kakar, director - marketing, IDFC Mutual Fund, the campaign is aimed at increasing the relevance of mutual funds as a product category of choice when it comes to saving and investing.

"Our life's narrative is shaped by events that make our lives worth living. The ability of the IDFC brand is to make people's dreams into a plan and make it a positive powerful force to shape the story of their lives. This has been the insight behind the campaign," explains Kakar. "The website is a beautiful, engaging experience of all those things that you most cherish in your life. The experience of watching your dreams in the form of a personalised video and sharing it with your friends and family is an inspiring and reflective moment. While the current campaign is digital only, the insight and idea is scalable into other mediums including mass media, hence building relevance for mutual funds as a category," adds Shwetal Mehta, senior marketing manager, IDFC Mutual Fund.