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Tag: B. Gopkumar

  • Axis Mutual Fund launches its flagship investor awareness campaign #SochaSamjhaNivesh

    Axis Mutual Fund launches its flagship investor awareness campaign #SochaSamjhaNivesh

    Mumbai: Axis Mutual Fund has announced the launch of its flagship investor awareness campaign, #SochaSamjhaNivesh. This initiative aims to simplify investment concepts and empower new investors with the knowledge needed to make informed decisions. The first series focuses on educating investors about the benefits of Multicap funds through a comprehensive 360-degree approach.

    Equity markets have shown resilience, attracting more new investors. However, many are driven by confusion or FOMO, eager to maximise gains but unsure where to start. They often prioritize returns while being cautious of investing complexities. For these investors, Multicap Funds, which invest across large, mid, and small market capitalizations, can be a valuable addition to their portfolio. The #SochaSamjhaNivesh platform leverages this insight in its inaugural series to highlight the potential benefits of Multicap Funds for new investors.

    Axis Mutual Fund MD & CEO B. Gopkumar stated, “In today’s fast-paced investment landscape, investors can easily be overwhelmed by complex decisions and the allure of immediate gratification. #SochaSamjhaNivesh aims to provide investors with the relevant information needed to make investment decisions thereby, empowering investors to make informed choices. The current market landscape is such that there are relevant opportunities across all three segments (large, mid, and small). Therefore, by focusing on Multicap funds in our inaugural series, we aim to showcase a diversified and accessible equity investment solution without sacrificing simplicity.

    Building on the success of the #SochaSamjhaRisk series, which educated investors on the Risk Profiler and Riskometer, the #SochaSamjhaNivesh platform delves deeper into the emotional factors driving investor behaviour. The campaign’s TVCs focus on two critical emotions: FOMO and Confusion. In the first TVC, a protagonist’s desire to gain individual exposure to large, mid, and small caps is fulfilled through the strategic equity allocation offered by multicap funds. The second TVC highlights the confusion investors often face when determining equity allocations and shows how Multicap Funds, with their exposure to all three market caps, provide a simple and effective solution. The TVCs will be launched early next week.

    Axis Mutual Fund’s SVP & head – marketing, digital & direct sales – Boniface Noronha emphasised, “Axis Mutual Fund’s #SochaSamjhaNivesh is an insightful initiative that taps into the core emotional decision-making process of investing while encouraging investors to make informed decisions. The two slice-of-life films are crafted to capture everyday interactions, creating a deeper connection with our target audience.”

    Mirum India’s NCD and VP Naila Patel said, “When we did the Socha Samjha Risk campaign last year, we knew we’d hit something interesting with the term ‘Socha Samjha’, because that’s what mutual funds are about – investments that are well-thought-out, i.e., Socha Samjha. Additionally, it is an apt space for everything Axis Mutual Fund stands for – making well-thought-out, responsible investment decisions for the future. We knew it had the potential to grow as a long-term property for the brand, which is why we gave it more legs with Socha Samjha Nivesh. And this time around, it was about giving a risk-informed investor a solution to their specific investment needs – in this case, multi cap funds for the investor who wants multiple opportunities in equity. The films use everyday situations to speak to the audience, and it was crucial for us to maintain this simplicity while also highlighting the benefits of Multicap funds. What’s interesting about this campaign is that it doesn’t restrict itself to educating investors about multi cap funds – it’s a larger conversation about making a Socha Samjha Nivesh in a fund that aligns with your risk appetite, goals, and investment horizons.” 
     

  • Axis Mutual Fund encourages informed investing with #SochaSamjhaRisk campaign

    Axis Mutual Fund encourages informed investing with #SochaSamjhaRisk campaign

    Mumbai: Axis Mutual Fund, one among the leading fund houses in India is excited to announce the launch of its new dynamic and insightful advertising campaign, #SochaSamjhaRisk. It is a 360-degree campaign aimed at encouraging investors to understand individual risk appetites with the help of a risk profiler. The initiative also focuses on educating investors about riskometer to understand the fund risk and make informed investment decisions.

    While most investors understand the importance of investing, they tend to get swayed easily by market noise. Unfortunately, everyday market fluctuations are treated as the benchmark for ‘Risk’, resulting in mutual funds being perceived as a ‘Risky’ investment avenue. This also paves way for several misconceptions amongst investors, primarily led by limited understanding of ‘risk’ and ‘tools to mitigate risk’. Therefore, #SochaSamjhaRisk is Axis Mutual Fund’s proactive step towards enhancing investor education and encouraging individuals to truly understand the risks associated with their investments.

    Axis Mutual Fund MD & CEO B. Gopkumar stated, “Most investors perceive ‘Risk’ in the negative connotation and pay little heed to comprehending the real ‘Risk-Return’ trade off. As responsible investment managers, we believe investors must understand how ‘Risk’ influences their financial journey. Our latest initiative #SochaSamjhaRisk underscores the significance of well-thought-out investment decisions over impulsive, uninformed choices influenced by hearsay or market noise.”

    All four videos focus on two key elements that are central to the campaign:

    Riskometer: The first and second video focus on spreading awareness and educating investors about Riskometer as a key tool to understand fund risk. By familiarizing themselves with the Riskometer’s categories and aligning them with their comfort levels, goals, and investment durations, investors can make informed decisions and effectively manage risks to meet their financial goals.

    Risk Profiler: The Risk Profiler is a tool to gauge one’s personal risk-taking appetite designed to help investors understand their unique risk-taking capacity by factoring in individual goals and financial objectives. Therefore, the third and fourth videos emphasize on encouraging investors to assess their risk appetite to make informed decisions.

    Axis Mutual Fund SVP & head – marketing, digital & direct sales Boniface Noronha emphasized, “Axis Mutual Fund’s #SochaSamjhaRisk is a one of its-first kind of initiatives aimed at changing the dynamics of investor education by actively encouraging people to ‘understand and decode risk’. #SochaSamjhaRisk capitalizes on the core human insight of staying away from everything seemingly ‘Risky’ without truly understanding the ‘Risks’ involved. The four slice of life films capture everyday interactions to create a stronger resonance with the target audience.”

    Recently, Axis Mutual Fund has introduced the risk profiler feature on its website to help investors assess their risk appetite and plan their investment journey accordingly. For this, individuals must answer a series of questions focusing on factors such as financial goals, time horizon, investment preferences, and risk aversion to understand their approach to different situations, basis which their risk appetite will be revealed.

    Mirum India Pvt Ltd national creative director Naila Patel said, “While talking about risks is always tricky in mutual fund communication, this campaign gave us the opportunity to do just that – put the spotlight on risk, loud and clear! The genesis of this idea lies in the risks we take every day, the moment we step out of the comfort and safety of our homes. The big bad world can be risky, but we take the risk of navigating that big bad world because we’ve put some thought behind a risk, we’re willing to take – a #SochaSamjhaRisk. And that’s what we’re telling those who’re averse to investing in mutual funds; sure, there’s risk, but if you know how to interpret that risk with the risk profiler and risk-o-meter, there’s a story waiting to unfold – the story of you realizing your dreams.”