‘Be Financially Smart’ A Customer Education Campaign by Destimoney Advisors

Background• Destimoney Advisors -- One of the leading and largest independent mortgage advisors in India. 

• Destimoney, having a pan-India presence, has alliance with over 37 Banks and NBFCs.

•  The company provides mortgage advisory services for home loans, loans against property, lease rental discounting and loan for purchase of commercial property.

CAMPAIGN CHALLENGE• Indians are not known to be good at saving and planning for the unexpected and

retirement and basic money management still remains a weak point, shows a recent survey.

• In terms of overall financial literacy, India is at the bottom among 16 countries in the Asia-pacific region with 59 index points, according to the annual MasterCard’s index for financial literacy.

• Since smart financial planning by masses holds the key for business success of companies such as Destimoney Advisors, the company in partnership with Teamwork decided to educate Indians for this.

• The core objective of the campaign was to reach out as many people as possible and help them with meaningful information about day to day finance management

• Teamwork decided to take a ‘customer welfare’ route in the communication and created the complete campaign targeted at educating people for financial planning.

• The campaign was aimed at helping the client in two ways – one by helping people ‘save more and earn more’ and also position Destimoney as the most credible option for achieving this.

• Positioning “Destimoney Advisors” as an distinctive as Mortage Advisory Firm in the financial sector.• Highlighting Advisory services as a SAFEGAURD and GUIDANCE for those taking home loans for first time• Placing Destimoney Advisors as an advisory firm for giving right direction and best advise according to

customer fit.

Strategy and Creative Communication

• Teamwork undertook an exhaustive research to identify publications and columns that have wide readership in different parts of the country

• New column spaces were generated in several publications by creating irresistible content with high public interests

• The agency took up all possible subjects where people shall do better financial planning and created highly informative yet simple articles that got high media response

• Since the Destimoney primarily operates on mortgage loans consultancy, the agency ensured that a substantial chunk of information is on that subject, helping the client in its core business also.

Goal Alignments with Execution

• Around thousand stories were generated for in leading publications /Electronic & Online media in a span of one year, thereby raising the recall value of Destimoney Advisors as a brand

• Positing of Mr Brijesh Parnami, Destimoney Advisors in all the leader speak columns of all leading business publications, including The Hindu Business Line, Economic Times, The Mint, Business Standard, Business India •Stories worth ad value of over Rs 20 crore were generated in the period of one year

•Multi-format campaign that included SEC-A, A+newspapers, magazines, TV channels and online portals.

Conclusion

Glimpses of the YearHighlighting the journey of Destimoney Advisors

The Hindu Business Line

Financial Chronicle

The Economic TimesMint

Dainik Jagran

Estate World Magazine

The Telegraph

Financial Chronicle, Pg 20 , National-22nd Jan,2015

Hindustan( Estates)

Afternoon DC

Mid- Day

Navbharat Times

Mid –Day , National Navbharat Times

Hindustan(Estates)

The Hindu Business Line Financial Chronicle

The Financial Express

Dainik Jagran ,National

DNA, National

Business Standard, National DNA, National Hindustan, National

Mail Today, National

Financial Chronicle, National Amar Ujala, National

Business Standard, National DNA (Property), National