Birla Mutual Fund launched a new SIP campaign- 'Sabse Important Plan,' a goal-based investment campaign to drive awareness, and preference for Systematic Investment Plan (SIP) among retail investors. It will offer investors in-depth information on how to identify and realise their long term goals.
In a press release, A. Balasubramanian, Chief Executive Officer, Birla Sun Life AMC says, “Over several discussions with investors and distributors across more than 30 cities, I got the sense that customers are increasingly looking for a solutions, and not necessarily a product. It left me thinking about the scope for Mutual Funds to be redefined through bundled approach to easily provide solutions to consumer needs. Systematic Investment Plan emerged as the obvious go-to.”
The plan uses a host of communication vehicles for reach and interactivity across investor and distribution touchpoints. The campaign uses a unique microsite https://sipnow.birlasunlife.com/ to provide wealth creation, tax saving and savings solutions to customers depending on their life stage and goals by allowing them to invest in mutual fund schemes through SIPs. This can be used by distributors and investors alike to execute SIPs easily with a single consolidated monthly payment which gets apportioned to various schemes as per the investor’s risk profile. The surround strategy includes on-ground activation, flash mobs, direct emailers across audience clusters and branding across the fund house's national network, supported by social and digital engagement and call-centre integration.
“Our ‘Sabse Important Plan’ effort complements the larger objective of the Mutual Fund Industry to grow customer base, and enhance retail participation. Although SIP registrations have been on the rise, there is not only great scope for growth, but also greater scope to strenghten persistency,” says A. Balasubramanian.
