Case Study

Categories Name : A. Marketing Strategy

Sub-Category : A22. Best Use of Mobile – Customer Engagement

Campaign Name : The NFO That Broke the Mold: A Mixed Reality Triumph for ICICI Prudential AMC

Brand Name : ICICI Prudential AMC

Agency Name : WPP Media - Mindshare

Results

The Rural Opportunities Fund NFO was successfully launched, achieving ₹1,185 crores in Assets Under Management, despite challenging market conditions. To drive differentiated engagement among Mutual Fund Distributors and Financial Advisors, an industry-first Mixed Reality experience was delivered via WhatsApp—a platform native to the trade audience. Key Results: • 35% of distributors actively engaged with the Mixed Reality experience. • Achieved an average watch time of 38 seconds, 2x the typical Mixed Reality benchmark, indicating high engagement. • Delivered a CTA click-through rate of 42%, outperforming the industry print benchmark of 25–30%. • On average, users revisited the experience 1.8 times, reflecting strong curiosity and interest. This innovative activation not only set a new precedent for immersive B2B engagement in the mutual fund category but also played a pivotal role in building recall and driving fund traction among a critical trade segment.