DSP Mutual Fund launches digital campaign to educate investors on Multi Asset Allocation Funds

DSP Mutual Fund has launched a digital campaign for its Multi Asset Allocation Fund (MAAF) category, aiming to encourage investors to look beyond short-term returns and better understand the role these funds play in building diversified portfolios.

The campaign comes amid rising investor interest in the category. According to data from the Association of Mutual Funds in India (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 corresponding period last year. DSP Mutual Fund said the number of investors transacting in its Multi Asset Allocation Funds has tripled this year compared with last year.

The fund house said it observed that many investors evaluate Multi Asset Allocation Funds primarily on the basis of recent returns, often without understanding the purpose of the category. Such an approach, it noted, can create unrealistic expectations, increasing the likelihood of investors exiting prematurely when market conditions change.

To better understand investor behaviour, DSP analysed more than 100 search queries related to Multi Asset Allocation Funds. The analysis identified two broad investor segments with distinct information needs.

The first group, which DSP describes as "Return Seekers", focused on recent performance, rankings and whether the category was worth investing in under current market conditions. The second group, called "Diversifiers", sought information on portfolio construction, diversification, asset allocation and the role of Multi Asset Allocation Funds across different market cycles.

Based on these insights, DSP designed the campaign to deliver tailored content aligned with investor intent rather than directing all investors to a single message. Those searching primarily for returns are encouraged to understand the category's role and expected outcomes before investing, while investors looking for diversification are guided on how multiple asset classes can work together to build resilient portfolios.

The asset manager said artificial intelligence (AI) was used to analyse search behaviour and categorise investor queries at scale, enabling the campaign to provide more relevant educational content. The objective, DSP said, is to answer the questions investors are already asking instead of assuming all investors require the same explanation.

The campaign will be rolled out across digital search, display advertising in metro cities and the top 20 cities, social media and audio platforms. It will be featured on Google, Meta, LinkedIn, X, Spotify, RED FM, Reddit, Tickertape, and CRED.

Manish Rathi, Head – Direct and Institutional Marketing at DSP Mutual Fund, said the campaign was built around the different ways investors approach the category. "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," Rathi added.