MUMBAI: BBH India has been appointed as creative partner by DSP BlackRock Mutual Fund. The agency won the business after a multi-agency pitch process which included the likes of Ogilvy, JWT, McCann, TBWA, Publicis and Saints & Warriors.

On choosing BBH India, DSP BlackRock Mutual Fund executive vice president and marketing head Aditi Kothari 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. 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.”

The agency will be in charge of developing the brand architecture and brand positioning for the company. It will also create engagement modules across traditional and new age platforms with focus on consumer as well as distributor.

Commenting on the win, BBH CEO and managing partner Subhash Kamath, said, "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."

DSP BlackRock Mutual Fund has investment products such as equity schemes, hybrid schemes, fixed income schemes, funds of funds schemes and fixed maturity plans for investors. BBH India manages a portfolio of diverse clients and brands that include Unilever, Marico, Diageo, Skoda, Red Bull, Acer, Movies Now and World Gold Council, among others.

BBH head planning Sanjay Sharma added, “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.”