DSP Mutual Fund has launched a nationwide digital campaign aimed at encouraging investors to evaluate Multi Asset Allocation Funds based on their intended role in portfolio diversification rather than focusing solely on recent returns. The initiative comes amid rising investor interest in the category, with industry data 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 6% a year earlier.
The fund house said its own investor transactions in Multi Asset Allocation Funds have tripled over the past year. After analysing more than 100 investor search queries, DSP identified two broad investor groups—those primarily driven by recent returns and those seeking portfolio diversification. Based on these insights, the campaign directs investors to customised educational content tailored to their search intent, helping them better understand the purpose and expectations of the category.
DSP said artificial intelligence was used to analyse investor search behaviour and organise queries at scale, enabling more targeted communication. The campaign will run across digital search, display advertising, 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 the campaign aims to help investors ask more informed questions and develop realistic expectations about Multi Asset Allocation Funds before investing.
Financial planners in Guwahati say growing awareness campaigns around asset allocation could encourage more retail investors in Assam to diversify beyond traditional savings instruments and equity-focused investments. As mutual fund penetration continues to expand across the Northeast, investor education initiatives are expected to support informed investment decisions and strengthen long-term participation in capital markets.