By A Correspondent
With a mission to bridge the gap and create awareness amongst the parent fraternity about their children’s aspirations, Axis Mutual Fund has rolled out a mass media campaign – #DoYourHomeWork, a larger call-to-action for parents. The campaign aims to create awareness amongst the parent fraternity about planning for one of the most important goals in their lives – children’s education and their future.
“Children today are more aware about different careers, which at times go beyond the conventional choices. Children also have a strong point of view on what they want to do in life, unlike in the past when they were more likely to follow their parent’s footsteps. Our research showed that while parents are quite supportive of their children choosing their careers, more often than not, parents are not fully aware of what their children want to pursue in life. Many parents assume their children will either follow their footsteps or choose a conventional career option†says Chandresh Kumar Nigam, MD & CEO, Axis Asset Management Company Ltd.
The campaign is being driven primarily through Outdoor and Print media supported by Cinema advertising and Digital. The campaign will be seen across eight metros – Mumbai, Delhi, Kolkata, Chennai, Hyderabad, Bengaluru, Pune and Ahmedabad. Conceptualized by creative agency Metal Communications with the support from its media agency – The Social Street and digital agency AgencyDigi.
“Our research also suggested that children’s education and education-related expenses are considered the biggest apprehensions amongst parents, in fact even surpassing other aspects such as their own retirement planning, EMI towards loans, etc. Parents acknowledge that education related expenses are going to increase significantly, however they do not have an exact view on how much it is going to cost,†added Nigam.
With this as the context, Axis MF has taken a different approach to create awareness by making parents do their homework. Homework in terms of first finding out what their children want to do in future followed by finding out the overall expenses so that they can start planning towards the same.