HDFC Mutual Fund Launches #KyaPlanHai Campaign

HDFC Asset Management Company Limited (HDFC AMC), investment manager to HDFC Mutual Fund, largest Mutual Fund in term of managing Asset Under Management, today launched a 360‐degree investor education campaign of HDFC Mutual Fund ‘#KyaPlanHai’ across print, television, and digital. The campaign aims to touch the universal truth of life that people have big dreams and they always have desired to live an upgraded life, whether it’s moving to a big house or buying a dream car. The fund house through the campaign has highlighted the importance of not compromising on dreams but achieving it through solid financial planning by exploring investment options through mutual funds.


As rightly put by Stuart Scott, esteemed ESPN News Anchor: “Don’t downgrade your dream to match your reality. Upgrade your conviction to match your destiny.” In its biggest campaign ever, HDFC Mutual Fund intends to drive a strong message to people about how to bridge the gap between dreaming of an upgraded life, and actually living the life of their dreams, which can be accomplished through prudent financial planning by exploring investment options through mutual funds. 

To echo this sentiment of the consumers, a 2‐part story has been created that follows a couple around 30s stuck between wanting a better life, to planning for one. The mini stories shed light on their daily struggles they faced while planning for an upgraded life.The campaign utilizes a carefully curated storyline set to represent people’s dreams and celebrate a better life which everyone is destined to. 

On the launch of the campaign, Milind Barve, Managing Director, HDFC AMC said, “To upgrade means to elevate every aspect of ourselves to a higher standard. The new campaign displays the powerful, conscious, human expression of dreaming. We intend to ensure that through this 

campaign everyone has an opportunity to understand the importance of financial planning via mutual funds to upgrade their lifestyle”. 

Whether it is a 30‐something millennial planning to pursue an MBA abroad, or are a couple looking to buy a bigger house, #KyaPlanHai aims to help people live an upgraded life through sound financial planning. 

Speaking on the occasion, Shyamali Basu, Senior Vice President and Head of Products & Marketing HDFC AMC said, “HDFC Mutual Fund has unveiled a multi‐platform campaign #KyaPlanHai of HDFC Mutual Fund which aims to connect with growing aspirations of our society. While people aspire to upgrade their lifestyle, human brain has the tendency to prioritize instant gratification over long term happiness. This results in habitual procrastination when it comes to investments. As Richard Thaler puts forth in his book ‘Nudge’, “people have a strong tendency to go along with the status quo or default option.” Through this campaign #KyaPlanHai, we attempt to nudge the viewers /readers to ask themselves what steps they have taken to fulfill their aspirations. 

The campaign is spearheaded by Mumbai based Digital Agency Mirum India, a WPP group company. Naila Patel, Executive Creative Director, Mirum India said, “We have observed that people love inspiring stories, they connect with them at an emotional level. These mini stories will tug at people’s heart and will teach them that all dreams can be attained. We are living in exciting times where creativity can be showcased at its best and across various platforms all at once. We are proud of the insightful work and great partnership.” 

The 360‐degree campaign across print, television, and digital campaign goes LIVE on 25th November 2019. 


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