HDFC had run an extensive advertisement campaign in print, digital media and cinemas to promote the fund.
HDFC Mutual Fund’s Debt Fund for Cancer Cure 2014 has received a good response from investors. The fund which closed for subscription on March 11 collected Rs. 170 crore. The first series of Cancer Fund had collected Rs. 77 crore.
HDFC had run an advertisement campaign in print, digital media and cinemas to promote the fund.
The advertisement conceptualized by Publicis shows a young boy and his family celebrating the occasion of graduation. He is nudged to give a formal speech by one of his friends. In his speech, the guy express gratitude towards his mother. The guy also recalls his father who had died due to cancer. He says “I don’t remember him hugging me ever. After getting cancer he got softer. He was messaging my shoulder when I was studying.” The advertisement shows that the guy’s father had chosen to fund his son’s education by sacrificing his cancer treatment. The ad tries to convey the message that cancer patients won’t have to take the tough choice of skipping their treatment because of high costs if people invest in this fund. Click here to see the ad.
HDFC has launched this fund by tying up with The Indian Cancer Society (ICS) which is an anti-cancer NGO established in 1951.
The first series launched in February 2011 had donated Rs. 10 crore as dividends to Indian Cancer Society (ICS), said a press release issued by the company earlier. The fund has benefited 517 cancer patients from 20 states across the country. 80% of these patients are less than 30 years of age.
The fund house won’t charge any investment management or advisory fee for managing this fund. The fund will be listed on BSE and NSE. A minimum of 60% of its corpus will be invested in debt and money market instruments and a maximum of 40% in government securities.
