Is there an alternative way to sell a fund without depending heavily on product brochures or fact sheets? Is it possible to explain clients the concept of mutual funds and SIP in a simple manner?
The advisor fraternity has constantly made efforts to find answers to these questions. To help advisors speak the language that clients understand, Aditya Birla Sun Life MF’s investor education campaign #WINWITHSIP is a big breakthrough. The fund house has launched a TV campaign using creatives with an engaging slice-of-life approach.
The video starts with its lead character expressing his disappointment with the underperformance of his investments. As the video progresses, he realizes that investment is similar to life, which has both ups and downs. Eventually, the one who never gives up succeeds in life and investments.
The video drives home the point that if the challenges in life never stop us from living life to the fullest, why are we so afraid of investing when there are temporary downs in the market!
Moreover, the campaign takes the narrative of MF industry beyond talking about the need to invest. Instead, it focusses on explaining the actual principles of MF investments such as SIP in a simple manner.
For instance, to explain the concept of rupee cost averaging, the commercial uses the analogy of a gumball vending machine by showing that when markets are low, one gets many units (read gumballs) of smaller size (read value). On the other hand, when the markets are up, one get less units of bigger value.
The campaign includes two TV commercials. The first film went on air on January 6, 2020 while the second film will hit TV screens shortly. The campaign takes an integrated approach by leveraging multiple communication platforms.
It is pertinent to note that the campaign comes at a time when there is still a huge scope for MF penetration in this country, with only around 2 crore investors participating in the industry. Engaging with the masses in the language that they understand is crucial to increasing MF penetration. The campaign sets the right tone towards investor education and make people aware about how to benefit from their investments in mutual funds.
Watch the commercial and use it to educate potential clients. Here is the link to the first TVC: https://youtu.be/tIGxo_6I26c
