— Finance

DSP Mutual Fund

1M+ unique visitors (175% of plan) and 172K program registrations — by gamifying mutual-fund education.

The brief

At the time, mutual funds were just 2–3% of total household investments in India. Financial jargon felt intimidating, trust in financial platforms was thin, and there was a real behavioural hurdle in moving someone from passive viewer to registered learner.

What we saw

Personalize, digitize, and gamify financial literacy. AI-driven cohort delivery, bite-sized explainer videos, and badges and points turn passive awareness into active learning.

The work

We mapped five video assets to five interest-based cohorts and used the Appier CrossX programmatic platform for behavioural AI and cross-device targeting, with site tags powering personalized retargeting. A dynamic landing experience ran across GDN, Facebook, Instagram, and YouTube, with segmented drip emails for new, returning, and churned users.

The outcome