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On International Women’s Day 2023, HDFC MF has launched the ‘Break the Bias’ campaign to celebrate women who have ventured into the financial space.
Through this campaign, the fund house urges investors to look beyond gender and appreciate the calibre and skill set of women MFDs.
Using a social experiment, the ad showcases how investors typically trust financial guidance from men as against women because of gender bias.
The ad introduces Shreeja and Vikram as financial experts to a group of 20 people and encourages them to seek their guidance. While every participant interacts with both, 70% of them choose Vikram over Shreeja.
However, in reality, Shreeja is the financial expert and Vikram is a businessman who has sought Shreeja’s financial guidance. Through this social experiment, the participants realised their biases towards women and confessed to being under their influence.
However, after gaining a different perspective, they celebrated Shreeja’s spirit and her words of wisdom - “लगता मुश्किल है पर है नहीं| आप छोटे छोटे investment से शुरू करिये, जैसे SIP| और अगर planning लंबी हो जाए, तो आप mutual funds के equity schemes में भी invest कर सकते है, आसान है, और इसमें लड़का लड़की, it doesn’t matter.
