Kisht by kisht HDFC MF invests emotion into SIPs with a heartfelt twist

MUMBAI: Ever paid an EMI of emotions? Or made a monthly instalment towards someone’s dreams? In its latest campaign, HDFC Mutual Fund asks viewers to rethink the way they look at investing by reminding them that they’ve been investors all along, just not always with money.

Titled ‘Zindagi Ke Liye SIP’, the campaign trades charts and jargon for heart and hustle. It tells the story of a young girl whose life is shaped by a series of small, consistent “investments” made by her family: a mother’s daily encouragement, a teacher’s dedication, a sibling’s quiet sacrifices. Whether it’s “kisht jazbaat ki” (an instalment of emotions) or “kisht sapno ke shuruwat ki” (an instalment of beginnings), each gesture adds up just like a Systematic Investment Plan.

It’s a clever narrative twist that HDFC Mutual Fund uses to sell a bigger truth: that consistency, discipline and long-term thinking aren’t just traits of savvy investors, they’re how we live our best lives. So why not apply the same logic to wealth creation?

Speaking on the campaign launch, HDFC Asset Management Company MD & CEO Navneet Munot said, “Life’s greatest rewards often come from the consistent, thoughtful investments we make in our relationships, dreams, and aspirations. At HDFC Mutual Fund, we believe the same principle applies to financial investments – disciplined contributions through SIPs over a long period lead to achieving financial goals. Our investor education campaign, ‘Zindagi Ke Liye SIP,’ captures this essence beautifully, inspiring people to invest in their future just as they invest in life.”

Far from being a dull finance lecture, the campaign positions SIPs as life’s financial parallel steady, meaningful, and deeply personal. It taps into universal emotions with the kind of insight that could resonate with those who’ve never thought of themselves as investors.

Backed by a full-spectrum media rollout from digital to outdoor to on-ground activations ‘Zindagi Ke Liye SIP’ aims to get Indians thinking about investing not just as a financial act, but a life philosophy. Because at the end of the day, what is a SIP if not a kisht of faith in tomorrow?