HDFC Mutual Fund launches ‘Zindagi ke liye SIP’ to educate new investors

HDFC Mutual Fund has partnered Publicis Worldwide to launch its new campaign that aims at educating potential investors about  Systematic Investment Plans (SIP)

SIP is an instrument that has the power to create wealth for millions of Indians but it’s true potential has not been achieved as no brand has ever simplified and made it easy for a first time investor to understand its relevance in their life. Through this campaign, HDFC mutual fund aims to educate first time investors the true potential of an SIP by decoding its finer nuances in a manner that’s understood by every Indian.

In a category that is talking about SIP in a very transactional way, we wanted to connect more closely with the consumer. The campaign idea is centered around the insight that in India, life works just like SIP. We, as Indians, follow certain virtues in our day to day lives. Like being patient, consistent, starting things early on, not giving up and many more. We have followed these for years and they have become a way of life for us. Interestingly, these values also happen to be the pillars of SIP. It is when we follow these values that we get the maximum returns in life and also in SIP and that is what this campaign talks about. 

The campaign has been launched across India and will span diverse platforms including television, print, outdoor, social media and other digital platforms.  

Speaking about the campaign, Srijan Shukla & Pratheeb Ravi, Head of Creative & ECDs, Publicis Worldwide said:  “We believe that every work should be meaningful in the cultural context. So, while thinking we found that the way we live our lives is very similar to the principles of doing SIP. And hence, we just drew a parallel between the two. The campaign talks about the way in which we lead our everyday lives is basically like doing an SIP.  The idea was there for the taking and we were lucky enough to reach their first. It’s so relatable and true that the challenge was to keep the execution as honest as possible and that’s what we have tried to do. The power of the insight helped us  extend it seamlessly across mediums and platforms."

Oindrila Roy, MD, Publicis Worldwide, added “The brand enjoys a highest recall in the category. Given its leadership and legacy, who better than HDFC MF to evangelize the benefits of SIP? The campaign was conceived to make SIP relevant to consumers. The strength of the insight and the powerful execution of the campaign will definitely make SIP more meaningful for consumers.” 

The integrated campaign is part of HDFC MF's ongoing efforts to promote investor education and financial literacy in India. The company has always been at the forefront of driving financial inclusion in the country and believes that investing in mutual funds is an important step towards building a secure financial future.