UTI and Axis have recently launched their campaigns on social media. A few months back, Birla Sun Life too had ran a campaign on social media.
Mutual fund houses are getting innovative in talking about the benefits of investing in mutual funds in their investor awareness programs (IAPs).
UTI Mutual Fund and Axis Mutual Fund have recently launched their audio visual campaign on social media. A few months back, Birla Sun Life ran a similar campaign called ‘Janoge tabhi toh manoge’ which aimed at busting the myths associated with mutual funds.
Fund houses are promoting their campaigns through social media platforms like YouTube, Facebook, twitter and whatsapp.
UTI Mutual Fund
UTI Mutual Fund launched a campaign called ‘Haq, ek behtar zindagi ka’ (Right to lead a better life) to mark its 50th anniversary. The first commercial went on air on November 11 on Youtube and other social networking websites. Click here to watch this corporate AV.
In its latest commercial, tries to touch the emotional chord of people by showing a son fulfilling his father’s dream.
The commercial opens with a son taking his differently abled father, a former Ranji player, to London in order to fulfill his dream of watching a test match cricket in England. Earlier, in a press release, Leo Puri, Managing Director, UTI Mutual Fund said: “We are fortunate to have a very strong brand. Considering the transformation in the industry and changing investor profile, we have initiated this campaign which beautifully portrays our new brand proposition as well as our core vision.”
Axis Mutual Fund
The fund house has released a 2.28 minute long video which is aimed at raising awareness about tax saving through mutual funds. The campaign uploaded on November 19. In less than a week’s time, Axis’s campaign has recorded a views of over 1.15 lakh. Click here to watch this video.
The ad starts with a young guy dressed in a black suit walking into an office canteen. The guy starts taking a morsel of food from the plates of people having their lunch. Initially, people give him weird look.
As he continues eating from the plates of more people he is confronted by a few of them. The guy then, unfurls a flex posted on a wall which reads, “Is taxmen eating into your savings?” The advertisement ends with a message, “Share less with the taxman and save more, invest in ELSS and save up to Rs. 46,350* in taxes.”
Chandresh Nigam, Managing Director and Chief Executive Officer, Axis Mutual Fund said “In the world of advertisement either you shout loud or sound different to make yourself stand out. We have chosen the latter approach to spread awareness about significance of ELSS in mutual funds.”
Sharing the rationale behind this campaign, Praveen Bhatt, Chief Operating Officer and Chief Financial Officer, Axis MF said, “The idea is to make people aware about ELSS through social networking websites and Youtube. If we had run a traditional advertisement campaign to spread awareness on mutual funds, it would not have grabbed people’s eyeballs.”
The fund house is likely to come out with another such video to promote liquid funds.
