DSP Mutual Fund has launched a new digital campaign for the Multi Asset Allocation category that encourages investors to look beyond recent returns and better understand the role these funds are designed to play in a portfolio.
The campaign stems from an observation that, while investor interest in Multi Asset Allocation Funds has grown rapidly, many investors begin their research with very different expectations of what these funds are meant to deliver. According to AMFI, Multi Asset Allocation Funds accounted for 27% of net inflows into equity-oriented schemes during the January-March 2026 quarter, up from 21% in the previous quarter and just 6% in the same period last year. At DSP Mutual Fund, the number of investors transacting in Multi Asset Allocation Funds has grown three-fold this year compared to last year.
As participation increased, DSP observed that many investors were evaluating the category primarily through the lens of recent returns, often before understanding why Multi Asset Allocation Funds exist in the first place. This can lead to expectations that are misaligned with the role these funds are designed to play, making it easier for investors to become disappointed or exit prematurely when market conditions change.
To better understand how investors approach the category, DSP analysed more than 100 investor search queries. While the questions varied, they broadly reflected two distinct mindsets.
The first group, which DSP calls Return Seekers, viewed Multi Asset Allocation Funds largely through the lens of recent performance—asking questions around returns, rankings and whether the category was “worth investing in” based on current market conditions. The second group, referred to as Diversifiers, approached the category differently. Their questions centred on portfolio construction, diversification, asset allocation and how Multi Asset Allocation Funds could help navigate different market cycles.
Recognising that these investors were seeking different answers, DSP designed the campaign to respond to each mindset separately. Instead of leading every investor to the same message, the campaign directs them to dedicated content based on the intent behind their search. Investors looking at returns are encouraged to understand the role and expectations of the category before investing, while those exploring diversification are guided through how different asset classes can work together to build more resilient portfolios.
Artificial intelligence was used to help analyse search behaviour and organise investor queries at scale, enabling the campaign to respond more meaningfully to different investor needs. The objective, however, remained simple: to answer the questions investors are actually asking, rather than assuming every investor needs the same explanation.
The campaign will run across digital search, display ads across metros and top 20 cities, social media and audio platforms, including Google, Meta, LinkedIn, X, Spotify, RED FM, Reddit, Tickertape and CRED, creating a connected experience from the moment investors begin researching the category.
Commenting on the campaign, Manish Rathi, Head – Direct and Institutional Marketing, DSP Mutual Fund, said, “When we analysed how investors were searching for Multi Asset Allocation Funds, we found they weren’t all looking for the same answer. Some were evaluating recent returns, while others were trying to understand how the category could fit into their portfolio. Rather than speaking to everyone the same way, we wanted our communication to reflect those different starting points. If the campaign helps investors ask better questions and develop more realistic expectations of what Multi Asset Allocation Funds are designed to do, we believe it has achieved its purpose.”
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