Through targeted in-language & in-culture communications over the last 6 years, MassMutual’s brand awareness among Asian Indians – has been largely elevated with tailored brand presence and relevant messaging.

• Elevate brand image and create goodwill, buzz and excitement among target audience
• Generate WOM and drive traffic to the MassMutual Website.

Mass affluent Asian Indians living in the U.S.

• Asian Indians are diverse but also very united especially when it comes to celebrating cultural moments & festival together. Staying true to one’s roots is an important priority among AI consumers.
• Combination of these values, emotional approach & a strong confident consistent tone and manner worked well in the AI segment to build overall brand image & spread goodwill during the most important festival – Diwali.