DSP Mutual Fund has rolled out a digital campaign to encourage investors to make more informed decisions while investing in Multi Asset Allocation Funds, shifting the focus from chasing short-term returns to understanding the category’s role in building diversified portfolios. The initiative comes at a time when investor interest in the segment is accelerating, with data from the Association of Mutual Funds in India (AMFI) showing that 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 also said the number of investors transacting in its Multi Asset Allocation Funds has tripled over the past year.
The fund house analysed more than 100 investor search queries and identified two broad segments—”Return Seekers”, who primarily evaluate funds based on recent performance, and “Diversifiers”, who focus on portfolio construction, asset allocation and long-term wealth creation. Using artificial intelligence to analyse search behaviour, DSP has created separate educational content for both investor groups, aiming to align investment expectations with the purpose of the category.
The campaign will be deployed across digital search, display advertising in metros and the top 20 cities, social media and audio platforms including Google, Meta, LinkedIn, X, Spotify, RED FM, Reddit, Tickertape and CRED. Commenting on the initiative, Manish Rathi, Head – Direct and Institutional Marketing at DSP Mutual Fund, said investors often begin their research with different expectations, and the campaign is designed to answer the specific questions they are asking while helping them make informed investment decisions.
The campaign is expected to resonate with Guwahati’s expanding base of retail investors, where participation in mutual funds has been rising alongside greater financial awareness. Market observers believe investor education initiatives focused on diversification and risk management could support sustained growth in systematic investments across Assam, particularly as more first-time investors seek balanced investment products suited to varying market conditions.
