MxMIndia

Tag: Axis Mutual Fund

  • Conceptualised by Korero Content & Communications

    Axis Mutual Fund launches new campaign

    By Our Staff

     

    Axis Mutual Fund unveiled its new campaign called ‘Axis ETF – Mutual Fund Ka Chota Bhai’. This campaign aims to spread awareness about ETFs (E- Easy, T –Tradable, F – Flexible) as a separate sub-category under mutual funds.  ‘Axis ETF – Mutual Fund Ka Chota Bhai’ campaign has been conceptualized and creatively led by Korero Content & Communications.

     

    Noted a communique: “To explain a concept that is fairly new to the Indian audiences, Axis Mutual Fund’s new campaign uses the analogy between siblings to identify ETFs as the “younger, growing-up sibling within the MF family.” Just like a younger brother, the ETF category has the potential to grow exponentially. The campaign focuses on the use of creatives to spread awareness about ETFs and establish its close relationship with mutual funds.”

     

  • With three films emphasising Equity Linked Savings Schemes

    Axis Mutual Fund launches campaign

    By Our Staff

     

    Axis Mutual Fund unveiled its new campaign for the upcoming tax season called #ELSSHaiNa. The investor education campaign aims to reiterate the importance of investing in ELSS (Equity Linked Savings Schemes that offer tax benefits under section 80C of the Income Tax Act) as a preferred and hassle-free option to save on tax.

     

    Said Chandresh Nigam, MD & CEO, Axis AMC: “At Axis AMC, we have always upheld the importance of Responsible Investing. As money managers, it is our duty to not only educate investors about the significance of investing in quality assets over the long term but also help them grow wealth while saving on tax in an efficient manner. ELSS is an option that is known to all investors. But without having spent the adequate time to optimize the right tax planning solution, investors often make hasty decisions and miss out on the most logical and easy option.”

     

    Said Raghav Iyengar, Chief Business Officer, Axis AMC: “Thanks to the continued efforts by MF industry, ELSS has started to gain widespread acceptance amongst the investor community. However, tax planning is still viewed as a strenuous and chaotic task. We need more awareness initiatives and campaigns such as ours, will be instrumental in connecting with the wider masses. The three distinct narratives of #ELSSHaiNa focus on capturing investment sentiment across age categories, genders, geographies. Furthermore, Axis Mutual Fund’s 360-degree approach for the campaign will leverage the power of digital, TV, radio, and the print medium to resonate and engage with the target audience.”

     

  • In partnership with Mirum India, Axis Mutual Fund unveiled its ELSS campaign for tax season

    Mirum India launches funny campaign for Axis MF tickles

    By A Correspondent

     

    Axis Mutual Fund has launched its ELSS-specific ad campaign titled #TaxFever.

    Said Naila Patel, Executive Creative Director, Mirum India, on the thought process behind the campaign: “Several reasons contributed to the choice of this parody angle. We wanted to push the envelope with this campaign and highlight the waiting game of tax savings by giving it a name. That’s where #TaxFever came from. Our audience for the campaign – individuals between the ages of 25 and 43 – are averse to preachy content. They respond well to communication that tickles their funny bone, is relatable, and most importantly, has a human element to it. And while tax and investing in ELSS remain the mundane reality of our lives, we needed comic relief to save the day. So, we went the parody way – why not leverage existing figures who are easily recognisable, have their individual quirks and well-known catchphrases? The core message of our campaign, #TaxFever Se Bacho, ELSS Mein Invest Karo, has a face – two faces, rather – that drives home the message in their individual, unique ways.”

     

    Added Boniface Noronha, Head – Marketing & Digital at Axis Mutual Fund: “We wanted to steer clear of drab, run-of-the-mill messaging around tax. Instead of saying ‘here’s a tax saving instrument to invest in’, we wanted to say ‘why don’t you start investing early every year so you don’t have to worry about last-minute tax-saving investments?’ And we wanted to do this in a fun and relatable way, which the films are able to do very well.”

     

     

  • The new campaign marks the evolution of Axis Mutual Fund brand by playing the role of a credible and responsible asset management company

    Axis MF explains why it is The Responsible Mutual Fund’

    By A Correspondent

     

    Axis Mutual Fund has launched a new brand campaign – The Responsible Mutual Fund. It is based on the key Insight that investors know that mutual funds over longer term tend to give superior returns, compared to traditional instruments. Though investors are ready to experiment and invest in mutual funds, they are a little fearful.

     

    Explaining the rationale for the brand campaign, Chandresh Nigam – MD & CEO, Axis Mutual Fund said:“The campaign features our brand philosophy, ‘To provide quality financial and investment solutions which help customers feel financially secure and feel confident of a brighter and prosperous future. With retail money pouring in the last few years, and expectations of high returns running wild, it was important to communicate our differentiated brand positioning of being The Responsible Fund House. Suffice to say, we have always followed an investment philosophy that puts a strong emphasis on risk management over fancy promises of unreal returns.”

     

     

  • The experiment captured on video has been released digitally on January 4

    The Womb conducts a scientific experiment for Axis Mutual Fund

    By A Correspondent

     

    As part of an Investor education initiative for Axis Mutual Funds, The Womb conducted a scientific experiment to prove how ELSS, unlike other tax saving options, is not just helpful in saving tax but a great way to way to create wealth. The experiment captured on video has been released digitally on January 4.

     

    Commenting on the communication, Rohan Padhye, Vice President – Marketing Communication & Digital Marketing said: “The January to March period is typically the tax season during which everyone hankers around to save tax. We felt it’s important to educate consumers that they should not just think about saving tax, but invest for wealth creation too, through ELSS. ELSS has become all the more relevant today given the low-interest rates offered by traditional tax savings options. The endeavour was to inform consumers about this functional aspect in a simple and entertaining way. I have to say, we at Axis MF were pleasantly surprised when we first heard the idea of a Science Experiment. We thought we were hearing it wrong but it is the bizarreness that made us confident about the campaign.”

     

    Added Suyash Khabya, Creative Partner, The Womb: “The root for the idea came from the medium itself. It was not a TVC; it was a digital media campaign, so we had to think accordingly. Social media is stuffed with boring, staged and uninspiring social experiments. In fact, it’s become a format and the novelty has waned. So we just took a spin on it.”

     

     

  • The Womb will work on Axis MF’s strategic direction as well as on its creative expressions

    The Womb to manage Axis MF creative

    By A Correspondent

     

    Axis Mutual Fund has found The Womb to grow in the fast-growing mutual funds space. The Womb, which bagged some accolades at Campaign India’s awards last evening, will work on Axis MF’s strategic direction as well as on its creative expressions.

     

    Rohan Padhye

    Said Rohan Padhye, Vice President – Marketing Communication & Digital Marketing: “The mutual fund category is witnessing inevitable growth. In the context of changing consumer preferences and market dynamics, we wanted a strategic firm to be associated with us.

     

     

    Navin Talreja

    Said Navin Talreja, Co-Founder, The Womb: “I have done CMO duties at a bank before, and this gets me back into the business of money. So I am excited. We have to, as a team, up Axis MF’s mindshare and business in the extremely competitive mutual funds category. The brand teams at Axis MF, and the agency team are raring to go. Our mandate is deep and wide – to define the Axis MF brand’s core within the ambit of the overall Axis brand, create its own unique positioning, as well as integrate communications across the wide set of stake-holders they address.”

     

    Kawal Shoor

    Commenting on the win, Kawal Shoor, Co-founder, The Womb said: “Clearly, as returns from other traditional asset classes like real estate, gold and fixed deposits climb down to realistic levels, mutual funds will inevitably become a strong alternative to invest in. It has already started happening, and the timing of the start of The Womb’s association with Axis MF couldn’t be better. We will aim to garner for Axis MF a disproportionate share of investible assets from the progressive Indian families, by garnering a disproportionate share of attention and relevance for Axis MF thru’ our communications.”

     

     

  • #DoYourHomeWork media campaign to create awareness for planning children's education & their future

    Axis Mutual Fund urges parents to do their homework

    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.