BBH India wins creative mandate for DSP BlackRock Mutual Fund

Following a multi-agency pitch, DSP BlackRock Mutual Fund has brought on board BBH India to handle its creative mandate.

The pitch was called for in June and involved six other agencies, informed a BBH India statement.

In August 2010,Campaign India had reported that DSP BlackRock had split is creative business between Taproot and Lowe Lintas (Pickle). Motivator handles the media duties for the brand.

Aditi Kothari, EVP and marketing head, DSP BlackRock Mutual Fund, said, “We believe that marketing can no longer remain a support function in the financial services world. It can truly bring differentiation and deliver business impact in the new world, if done the right way. BlackRock had recognised this last year and hence brought in a strong focus to build the brand globally. We at DSP BlackRock also understand this well and recognised the need to position ourselves the right way to the new, emerging India. Our pitch process was tough, since we knew that our new creative agency will play an important role in laying down the foundation of a strong communication strategy. We are confident of achieving our objectives with our new partner BBH India."

BBH India’s mandate includes rolling out ‘engagement modules’ across traditional and new media platforms with focus on consumers and distributors.

Subhash Kamath, CEO and managing partner, BBH India, said, “We are absolutely delighted that DSP BlackRock has awarded us the account, it was a great pitch to win. In today’s economic situation, proper investment planning is becoming crucial for everyone and we are looking forward to partnering DSP BlackRock in meeting these challenges.”

On the pitch, Russell Barrett, CCO and managing partner, BBH India, added, “All of us here at BBH had an absolute blast working on this pitch. That we had so much fun working on it, reflected in the work presented at the pitch itself. There’s nothing more satisfying than that. Now, we need to translate this win into great, creative, market moving work.”  

Sanjay Sharma, head - planning said, “Financial services communication is a sea of sameness. Despite a challenging regulatory framework we feel there is a definite opportunity to introduce new ideas, new conversations that capture people's imagination and make them see the category differently. We are delighted to partner DSP BlackRock.”