Arpanarghya Saha honed his digital marketing expertise in the worlds of retail and e-commerce where he learnt to find creative ways to connect with customers. When he joined Nippon India Mutual Fund (NIMF) as Chief Digital Officer, he was completely unfamiliar with mutual funds. But that was the exact combination that NIMF was looking for: someone who would understand how to bring friendly, innovative and personalised digital experiences that would attract investing novices.
NIMF is one of India’s leading and fastest-growing assets management companies with more than 9.9 million folios under management. For more than 20 years, the company has worked with investors big and small across India to provide wealth creation opportunities through a wide range of investment products and assets. With more than 1.3 billion people in India and around 70% of the population under the age of 40, NIMF sees huge potential for growth by tapping into the digital consumer culture of India’s youth.
“Savings and finances aren’t always top of mind for young people,” says Saha. “That’s why we need to make our products and services easy to understand and relate to — similar to approaches taken at more traditional e-commerce companies. We focus on making things digital, extremely user-friendly and highly personalised to capture people’s attention.”
NIMF builds its customer-friendly digital strategy around partner engagements and digital marketing initiatives across Google, Facebook and other popular digital media. To gain the edge over competitors, the company turned to Adobe Experience Cloud applications and partners to build a unified marketing approach that reaches customers across the digital space.
Partner DWAO supports NIMF by working with Adobe Analytics and Adobe Target to capture the insights and run tests that help them better understand the experience customers want and attract new customers. Meanwhile, Hansa Cequity helps translate all the customer insights into more relatable, effective cross-sell and upsell campaigns managed with Adobe Campaign to retain customers and deepen engagement.
“We love working with great partners,” says Saha. “DWAO and Hansa Cequity support different, but critical areas. We learn, challenge and push each other to move towards a common goal of getting more Indians excited about and participating in investment opportunities.”