MUMBAI: ICICI Prudential Mutual Fund has launched a new campaign 'Whats your number'. ICICI claims that it has designed the campaign to fulfil the target audience's goals and dreams within a time frame. The brand says that everyone has goals or dreams in their life, be it buying a house, creating a corpus for their retirement or for their child's higher education. All these goals or dreams have a number. This number is the financial value of their goal or dream. The ad focuses on the finite time people have to achieve their dreams.

'Whats your number' is a print ad that asks a question to the consumer "What's Your Number?" The visual of "Starting SIP Amount/Month" helps the consumer understand that he can start with a small amount which will not burden his current lifestyle. Further in a period of '20 years' he can accumulate a sizeable amount.

The creative gives an example across three amounts viz. Rs.1 Crore, Rs.3 Crore and Rs.5 Crore. This helps the consumer gain a wider perspective of how much he would need to invest now, in order to reach a higher amount in the future. It is also very important for the consumer to note that he needs to TOP-UP his SIP annually and it is through this SIP TOP-UP he would be able to achieve his number and thereby his life-goal or dream.

The lead medium for this campaign is print with all editions of TOI and ET, and has a regional boost through Maharashtra Times, Vijay Karnataka and NavBharat Times. This campaign has further been amplified on-ground through collaterals, one-pager and a SIP TOP-UP calculator and on digital media through display advertising, search marketing, email marketing and social media.

www.iciciprumf.com features this campaign on its home-page which links to a SIP TOP-UP calculator that gives the customer the power to calculate his number and gain a deeper understanding of how he could go about achieving it. In order to seed the thought further, the campaign will also go live on our customer experience touch-points such as IVR, SIP Renewal Forms etc.