S.I.P. Kiya Kya? DHFL Pramerica Mutual Fund Targets Young Indian Investors
DHFL Pramerica MF, one of the leading new mutual fund houses has recently unveiled their digital campaign to reach out to young investors with a series of video and banner ads urging them to invest in a S.I.P (Systematic Investment Plan). Developed in house by the marketing team, the campaign will be using social media extensively and has been kick started on Facebook and Youtube. The campaign has already managed to garner over 20 million video impressions till date and has seen very strong acceptance within the target audience.
DHFL Pramerica MF has chosen to approach this Investor Awareness S.I.P campaign differently than what has been done earlier by the industry. The campaign has been designed to spur action without trying to explain what SIP is all about. Riding on the fact that understanding of SIP has improved over the years since most earlier/other campaigns have taken an educational approach, DHFL Pramerica has chosen to pick relevant situations in investor’s life while cheekily asking them if they have invested in a S.I.P
The campaign has 3 videos and is supported by web banners. The first video talks about how saving cash by stashing it in a corner is not the best way to grow money. The second one talks about how smart bargain shoppers can be equally smart by investing their savings in SIP and the third one encourages the love for spending casually to be balanced with some S.I.P investing. Click here or on thumbnail below to view the videos:
Speaking about the campaign Mr. Salil Vaidya, Director and CMO, DHFL Pramerica Asset Managers added, “Our research clearly showed that the understanding of Mutual Funds and S.I.P is quite healthy amongst the investor community and there is a huge interest in Systematic Investing. Moreover what is heartening is the attitude of younger investors towards mutual funds as they see mutual fund investments as a long term wealth building avenue, giving them access to expertise with periodic, manageable investments. Given our aspiration to connect with retail investors, we chose to use S.I.P Kiya Kya? as the message to target young investors.”
The MF industry has been recording healthy growth and S.I.P folios have been growing very aggressively. Data available with Sebi showed total inflows to equity mutual funds between April and November stood at Rs. 40,706 crore. Over half of the assets of these schemes are held by retail investors.
There has been a rising interest in S.I.Ps among investors due to increasing awareness. Inflows to S.I.Ps now stand at Rs. 3,000-3,500 crore on a monthly basis compared with Rs. 2,500 crore a year earlier.
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