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Axis Mutual Fund and Mirum team up for a new investor awareness campaign #HameshaTaiyaar

It’s a given that highs and lows are a part of life. They are, after all, a part of the human experience.

There is no avoiding them, but what one does during such lows determines their influence. And the only way to avoid the worst consequences of the lows? According to Axis Mutual Fund, becoming a #HameshaTaiyaar.

Key Highlights of #HameshaTaiyaar Campaign:

Axis Mutual Fund’s investor awareness programs strives to explain the key characteristics and importance of a Balanced Advantage Fund in an investor’s portfolio.

Both TV commercials use real-life scenarios to demonstrate the benefits of being a #HameshaTaiyaar, effectively echoing the dynamic asset allocation feature of Balanced Advantage Funds.

Mirum India creatively led and conceptualised the 360-degree campaign.

Axis Mutual Fund’s latest ad illustrates one essential answer that investors should potentially consider at a time when market moves are unclear and investors are understandably anxious about their portfolios.

The campaign demonstrates how Balanced Advantage Fund dynamically balances debt and equity so that client portfolios are not impacted by market volatility.

Their 360-degree campaign is driven by two films that are built on the idea of always being prepared. They are both short, hilarious films that use slice-of-life events to demonstrate the benefits of being a #HameshaTaiyaar.

In the first film, the protagonist, a man on a two-wheeler, stands out from the crowd at a traffic light, drawing attention and puzzled looks.

However, a twist in the situation reveals that he is the best prepared of them all.

In the second picture, we see a couple setting up their table for a little dinner gathering. When the visitors arrive, the couple realises they are unprepared for the little surprise their guests have in store for them. Nonetheless, they handle the situation quickly so that the dinner party runs smoothly.
The lesson is apparent in both films: when you’re #HameshaTaiyaar, you’re better ready to deal with unexpected occurrences, just as a Balanced Advantage Fund is better equipped to deal with market ups and downs.

“What works in this campaign is the element of simplicity – there are no convoluted ideas, no layers the audience must peel through to get to the core message of the campaign. From a creative standpoint, keeping the messaging simple was paramount to us – when you get down to the technicality of it, understanding the category of Balanced Advantage Funds is complicated, so we wanted to ensure our campaign made it easier for investors to make an informed decision, and help them understand how this category of mutual fund can add value to their wealth creation journey. Besides, our protagonists are everyday people in everyday situations, something our audience can very easily relate to.”

Naila Patel, Executive Creative Director, Mirum India Digital Ltd., says of the campaign,

“Continuing with Axis Mutual Fund’s efforts towards increasing investor awareness is our latest campaign, #HameshaTaiyaar. Through the campaign, not only are we educating investors about the ‘Balanced Advantage’ category but are also emphasizing on its core advantages, thereby increasing understanding, at large. The distinctive narrative of the campaign focuses on capturing investment sentiment across consumers. Awareness initiatives and campaigns such as ours, will be instrumental in connecting with the wider masses and increasing investor awareness.”

Boniface Noronha, Senior Vice President & Head – Marketing & Digital, Axis Mutual Fund, says,
The campaign was launched on the 10th of October, and is slated to run for a year.
This article was shared with Prittle Prattle News as a Press Release.
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