Axis Mutual Fund has launched a new brand campaign titled ‘The Responsible Mutual Fund’.
As a part of this campaign, the fund house has released a 58-second long video that shows a jungle tourist guide accompanying a family on a river rowing trip. They enter the wild territory of man-eater tigers which have a tendency to attack from behind. However, the guide knows this risk and gives each of them human masks to wear at the back of their heads. The guide knows that tigers do not attack their prey once eye contact has been made.
The video seeks to make the point that just like the guide, an experienced fund manager is fully equipped to understand the risks and manage them; even amidst market uncertainty, the fund house is equipped to adopt appropriate investment strategies to protect investor interests of first safe-guarding capital and then growing their hard-earned money with utmost care and concern.
Explaining the rationale for the campaign, Chandresh Nigam, MD & CEO, Axis Mutual Fund said, “The campaign features our brand philosophy, ‘To provide quality financial and investment solutions which help customers feel financially secure and feel confident of a brighter and prosperous future. Suffice to say, we have always followed an investment philosophy that puts a strong emphasis on risk management over fancy promises of unreal returns.’’
