1. Category: Creative
Sub-category: Direct - Direct Response – ers 10E
Brand Name: Aditya Birla Capital- Mutual Fund
Objective
To leverage the excitement and anticipation of the then upcoming Union Budget 2018 by engaging the audience through a survey. The result was shared post Budget with the views of the fund house.

2. Union Budget 2018
Investor communication campaign for ADITYA BIRLA SUN LIFE MUTUAL FUND (ABSLMF)

3. The anticipation
er sent to solicit investors’ views and expectations on the upcoming Union Budget 2018

4. Pre-budget survey e-mailer
SUBJECT LINE – Union Budget 2018: What's on your wish list?
ER SENT ON – January 22nd, 2018
OPEN RATE – 9.04%
Pre-budget survey er

5. The engagement
A series of ers were sent across 6 days for the investors to be engaged and also gain knowledge on terms of investment that the Union Budget should help with.
This series decoded the B,U,D,G, E, and T of Budget.

6. Decoding Budget – B for ‘Beating Inflation’
THEME – B for ‘Beating Inflation’
SUBJECT LINE – Budget 2018: Is inflation your biggest worry?
ER SENT ON – January 24th, 2018
OPEN RATE – 8.16%
FORMAT – GIF
Decoding Budget – B for ‘Beating Inflation’

7. Decoding Budget – U for ‘Understand financial instruments’
THEME – U for ‘Understand financial instruments’
SUBJECT LINE – Budget 2018: Looking out for the right financial instrument to invest?
ER SENT ON – January 25th, 2018
OPEN RATE – 7.4%
FORMAT – GIF
Decoding Budget – U for ‘Understand financial instruments’

8. Decoding Budget – D for ‘Diversify your investments’
THEME – D for ‘Diversify your investments’
SUBJECT LINE – Budget 2018: Wondering how to manage your investments efficiently?
ER SENT ON – January 27th, 2018
OPEN RATE – 12.92%
FORMAT – GIF
Decoding Budget – D for ‘Diversify your investments’

9. Decoding Budget – G for ‘Grow your wealth’
THEME – G for ‘Grow your wealth’
SUBJECT LINE – Budget 2018: Missed out on leveraging the right opportunity?
ER SENT ON – January 28th, 2018
OPEN RATE – 10.99%
FORMAT – GIF
Decoding Budget – G for ‘Grow your wealth’

10. Decoding Budget – E for ‘Expert advice’
THEME – E for ‘Expert advice’
SUBJECT LINE – Budget 2018: Seeking suitable investment advice?
ER SENT ON – January 29th, 2018
OPEN RATE – 15.2%
FORMAT – GIF
Decoding Budget – E for ‘Expert advice’

11. Decoding Budget – T for ‘Tax efficiency’
THEME – T for ‘Tax efficiency’
SUBJECT LINE – Budget 2018: Are your investment returns taxable?
ER SENT ON – January 30th, 2018
OPEN RATE – 38.9%
FORMAT – GIF
Decoding Budget – T for ‘Tax efficiency’

12. The outcome
er sent to announce the results of the pre-budget survey for the investors to know how the majority of them are thinking

13. SUBJECT LINE – This is what the pre-budget survey report has to say
ER SENT ON – January 31st, 2018
OPEN RATE – 49.18%
Open rate – 49.18%

14. The relevance
er with the positives, negatives, and the overall way to beat the Budget as per ABSLMF sent to 4 segments of investors.
The fund house’ report contained points most relevant to the segment

15. THEME – E-mailer sent to the Young Salaried Individuals
SUBJECT LINE – Impact of Budget 2018 on you!
ER SENT ON – February 2nd, 2018
OPEN RATE – 10.5%
Open rate – 10.5%

16. THEME – E-mailer sent to the Small and Medium Enterprises
SUBJECT LINE – Impact of Budget 2018 on you!
ER SENT ON – February 2nd, 2018
OPEN RATE – 7.98%
Open rate – 7.98%

17. Open rate – 10.41% THEME – E-mailer sent to the Women and Homemakers
SUBJECT LINE – Impact of Budget 2018 on you!
ER SENT ON – February 2nd, 2018
OPEN RATE – 10.41%
Open rate – 10.41%

18. Open rate – 17.51% THEME – E-mailer sent to the Retired Individuals
SUBJECT LINE – Impact of Budget 2018 on you!
ER SENT ON – February 2nd, 2018
OPEN RATE – 17.51%
Open rate – 17.51%

19. The consolidation
er sent to thank investors who took the survey and share the key highlights of the Union Budget 2018

20. SUBJECT LINE – Thank you for participating in our pre-budget survey
ER SENT ON – February 12th, 2018
OPEN RATE – 56.07%
Open rate –