DSP Mutual Fund has launched a digital campaign for its Multi Asset Allocation Fund category, encouraging investors to look beyond recent returns and better understand the role these funds are designed to play in a portfolio.
The campaign is based on an analysis of more than 100 investor search queries, which the company said revealed two broad investor mindsets. One group, termed Return Seekers, primarily searched for information on returns, rankings and current performance, while the other, referred to as Diversifiers, focused on portfolio construction, asset allocation and diversification.
According to AMFI, Multi Asset Allocation Funds accounted for 27% of net inflows into equity-oriented schemes during the January-March 2026 quarter, up from 21% in the previous quarter and 6% in the corresponding period last year. DSP also said the number of investors transacting in its Multi Asset Allocation Funds has grown three-fold year-on-year.
The campaign directs investors to separate landing pages based on the intent behind their search. Those evaluating returns are encouraged to understand the category's role before investing, while investors seeking diversification are guided on how different asset classes can work together in a portfolio.
Artificial intelligence was used to analyse investor search behaviour and organise queries at scale, enabling the campaign to tailor content to different investor needs.
Commenting on the campaign, Manish Rathi, Head – Direct and Institutional Marketing, DSP Mutual Fund, said, "When we analysed how investors were searching for Multi Asset Allocation Funds, we found they weren't all looking for the same answer. Some were evaluating recent returns, while others were trying to understand how the category could fit into their portfolio. Rather than speaking to everyone the same way, we wanted our communication to reflect those different starting points. If the campaign helps investors ask better questions and develop more realistic expectations of what Multi Asset Allocation Funds are designed to do, we believe it has achieved its purpose."
The campaign will run across Google, Meta, LinkedIn, X, Spotify, RED FM, Reddit, Tickertape and CRED, covering digital search, display, social media and audio platforms across metros and the top 20 cities.
