Aditya Birla Sun Life Mutual Fund has launched an investor education campaign composed of two films conceptualized to highlight the key aspect each of investing in mutual funds.
The Aditya Birla campaign emphasizes on the core theme of #WINWITHSIP and conveys how SIP as an investment tool helps to mitigate market volatility and can be leveraged for diversifying investments through asset allocation.
The first film went on air on January 6, 2020, while the second film will be launched on TV screens on February 17, 2020. The campaign is supported by billboards in Mumbai as part of outdoor media and amplified digitally. For further reach, the campaign includes radio and public announcements in Mumbai’s metro and local trains.
The two-film campaign #WINWITHSIP by Aditya Birla Sun Life Mutual Fund takes the narrative of mutual fund industry past just talking about the need to invest, to explaining principles of mutual fund investments to convey the benefits. The campaign aims to educate and provoke people to re-evaluate some of the common myths around investing which if not addressed can end up putting them off track from their financial pursuits.
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Commenting on the choice of theme, Ajay Kakar, Chief Marketing Officer – Aditya Birla Capital adds, “This integrated campaign is an attempt to reach out through various touchpoints and appropriate the relevance of SIP as the right instrument for any market environment. It educates investors about the nuances of investing and assists them in making informed financial decisions. We are going beyond the ‘what’ to explain the ‘how’ with a listen and learn approach. This proposition is especially relevant in today’s volatile market environment where many new investors and fence sitters are beginning to wonder if money not invested is money saved”.
A. Balasubramanian, MD & CEO, Aditya Birla Sun Life AMC Limited mentions “We believe #WINWITHSIP will help to demystify some of the fundamental concepts of mutual funds that will be beneficial for the investors’ understanding and long term financial goals. There is still a huge scope for Mutual Find penetration in this country and engaging with the masses in a relevant manner will increase their affinity towards this asset class. Knowledge is power, and through this investor education initiative our attempt is to empower people with the information that will raise their awareness on how to benefit from their mutual fund investments”.
Directed by Soaeb Mohammed, the TVC has been created by Taproot Dentsu India with Early Man Film. The TVCs use a slice of life approach supported by visuals for simplifying and to get the consumer to recognize the similarities between life and investments. The Radio and TV Media Planning is being managed by Mindshare and Social Street is handling the outdoor media for the campaign.
Commenting about the film, Ayesha Ghosh – General Manager, Taproot Dentsu said, “This investor education effort strives to have the consumer work things out for himself, thus giving all the more potency to #WINWITHSIP. With skillful direction by Soaeb Mohammed of Early Man Film, we have kept the pace snappy and the questions quick-fire, evoking spontaneous answers that we feel viewers will find honest and relatable.”