The problem was that Indians wrongly assume mutual funds perform better as short-term investments. When the truth is, they yield much better results over a long-term. IDFC Mutual Fund needed to change this predominant perception. The direct marketing campaign formed a connection between investing in a long-term mutual fund plan and investing to secure one’s child’s future. Using a completely new medium - IDFC Dreams On Swaddles. Designed and distributed to select hospitals across the country. So babies could be wrapped in them and the message delivered most memorably to new parents.

Dreams on Swaddles helped deliver the message regarding the need for a long-term mutual fund investment in an unforgettable manner. We chose a deeply emotional moment to seed the message that a long-term mutual fund investment could secure a child’s dreams. It made new parents look beyond the present needs of the child and plan for the child’s future in advance. IDFC Dreams On Swaddles were designed and distributed to select hospitals across the country. The front of the blanket was printed to resemble the uniforms of a doctor, pilot, biker, astronaut, each symbolizing the future a child could have, if only parents planned in advance. Newborns and infants were wrapped in Dreams on Swaddles and handed over to parents.

Interest in IDFC Mutual Fund as a long term investment plan rose perceptibly in new parents. The activity generated a very fertile database of prospective policy holders and led to a 17% conversion ratio.