Case Study: Nippon India Mutual Fund drives more personalized digital engagement with Adobe Experience Cloud

How Nippon India Mutual Fund gets more Indians excited about investing with a digital strategy built around the “3Fs”

Nippon India Mutual Fund needed a better way to engage India’s young, digital-first audience and make investing feel simple, personal, and approachable. Using Adobe Experience Cloud, including Adobe Analytics, Adobe Target, and Adobe Campaign, the company worked to improve customer engagement across channels and overcome the complexity that often discourages first-time investors.

Adobe helped Nippon India Mutual Fund implement a “3Fs” digital strategy—Friendly, Frictionless, and Futuristic—by using analytics to understand customer behavior, testing to reduce drop-off, and automated personalized campaigns to win back lapsed SIP customers. The SIP Win-Back campaign delivered twice the conversion rate of similar campaigns, while the company grew to more than 9.9 million folios, showing strong measurable impact from Adobe-powered digital engagement.

Nippon India Mutual Fund

Arpanarghya Saha

chief digital officer