MxMIndia

Tag: Birla Sun Life Mutual Fund

  • Introduces Active Account mobile app to help Indians earn from surplus savings

    Birla Sun Life Mutual Fund urges Indians to activate idle savings with ‘Active Account’

    By A Correspondent

     

    Birla Sun Life Asset Management Company Limited has launched its latest TV commercial, Active Account across national television. BSLMF Active Account is a Liquid Fund-based mobile application which could help investors earn from their surplus savings. Directed by Shimit Amin, the TVC is created by Taproot Dentsu.

     

    “Historically Indians have the mindset of keeping majority of their hard-earned money in low-yielding vehicles. Seldom do they realize that with taxes and inflation, their idle savings remain in a state of erosion. Our attempt is to awaken Indians to this realization, and provoke them to make the right saving choices. With Active Account, consumers can now use the power of technology to activate money with a single swipe,” said Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group.

     

    A. Balasubramanian, CEO, Birla Sun Life Asset Management Company Limited said, “BSLMF Active Account has been developed using customer-first design thinking. Conveniences such as ease of use, ease of login, ease of transaction, ease of access are structurally embedded into its architecture. This new offering from us is poised to change the way India saves, and I am confident that it will add immense value to savers and investors across the Indian diaspora.”

     

    Speaking about the campaign, Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu said, “The bank account is India’s default parking lot, when it comes to money. But is this traditional saving habit optimal? While attempts have been made in the past to urge people to “make their money work harder”, the launch of the Active Account App is a game-changer. In this commercial, we’ve used India’s other favorite activity – protesting – in an interesting way, to drive home the message that the days of “lazy money” are numbered. Because the Active Account is not yet another app, it’s a revolutionary tool.”

     

    Directed by Shimit Amin, the Active Account campaign is created by Team Taproot Dentsu, led by Umesh Shrikhande, Agnello Dias, Santosh Padhi, Pallavi Chakravarti and Neeraj Kanitkar. Red Ice Films is the Production House, and Lisa D’Costa, Executive Producer. The digital elements are managed by Foxy Moron, Mumbai.

  • The Aditya Brila Financial Services Group company urges investors to consider Systematic Investment Plan (SIP) as 'must-have' for every financial goal

    Birla Sun Life MF unveils ‘Jitne Sapne Utne SIP’ campaign

    By A Correspondent

     

    Jaanoge Tabhi Toh Maanoge (JTTM) the investor education initiative from Birla Sun Life Asset Management Company Limited, a part of Aditya Birla Financial Services Group (ABFS), and investment manager for Birla Sun Life Mutual Fund (BSLMF), launched its latest TV commercial, ‘Jitne Sapne Utne SIP’ on national television on Tuesday. Directed by Shaaze Merchant, the TVC is created by Taproot Dentsu.

     

    “It has been most heartening to see the recognition and recall Jaanoge Tabhi Toh Maanoge has earned over its journey to bring mutual funds into mass India’s consideration set. ‘Jitne Sapne Utne SIP’ is yet another extension of our commitment at ABFS to drive self-realisation among mass India about the merits of making money work for them,” said Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group.

     

    Added A Balasubramanian, Chief Executive Officer, Birla Sun Life Asset Management Company Limited: “SIP is a great entry point for retail consumers to experience mutual fund investments. ‘Jitne Sapne Utne SIP’ encourages investors to look at SIP differently – not as good ‘one-off’ plans but as ‘must-have’ plans for every financial goal. In doing so, it touches upon the invaluable role SIP can play in making their many dreams come true.”

     

    Speaking about the campaign Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu said, “Birla Sun Life Mutual Fund’s investor education initiative has always borrowed from real life to provide simple, useful information about mutual funds. This year, we’ve used a fact of life, to draw a parallel with SIPs: one size can’t possibly fit all. Why then do we expect that one SIP will cover all our needs? It’s a big learning, dished out in a light-hearted, relatable way.”

     

    Directed by Shaaze Merchant, ‘Jitne Sapne Utne SIP’ is created by Team Taproot Dentsu, led by Umesh Shrikhande, Agnello Dias, Santosh Padhi, Pallavi Chakravarti and Gauri Burma. Soda Films is the Production House, and Ameya Dahibavkar, Executive Producer.

     

  • The effort at this stage lies in showcasing the suitability of equity mutual funds as the asset class for wealth creation over the long term

    Phase 3 of Birla Sun Life Mutual Fund campaign takes off

    By A Correspondent

     

    Jaanoge Tabhi Toh Maanoge (JTTM) – the uniquely executed Investor Education Initiative from Birla Sun Life Asset Management Company Limited, a part of Aditya Birla Financial Services Group, and investment manager for Birla Sun Life Mutual Fund (BSLMF), entered Phase III with the launch of its third TV commercial which has broken across national television. Directed by Shimit Amin, the TVC is created by Taproot, Mumbai. The effort at this stage lies in showcasing the suitability of equity mutual funds as the asset class for wealth creation over the long term.

     

     

    Ajay Kakar

    Commenting on the choice of theme, Ajay Kakar, Chief Marketing Officer – Financial Services, Aditya Birla Group said, “As subject matter experts, we know the opportunity Indian equity mutual funds present to investors. The investor experience however seems to be marked either by their fear of volatility or expectation for short-term gain. Our objective this time around is to try point out how patience and long-term duration of investment can be key to fruitful returns in equity mutual funds.”

     

    Chief Executive Officer, A. Balasubramanian, Birla Sun Life Asset Management Company added, “It is the need of every citizen to plan his financial goals for a better tomorrow. Our endeavour is to make investors realize that equity mutual fund is an asset class that demands investment discipline and long-term commitment so that they may make the most of this asset class to achieve their long-term aspirations.”

     

    The objective of the latest campaign from Birla Sun Life Mutual Fund is to empower the viewers to self-realize the opportunity of investing in equity mutual funds. This has been brought about by addressing the investor’s anxiety over equity mutual funds by highlighting the fact that in the long run, equities have given better returns when given enough time.

     

    Speaking about the campaign Pallavi Chakravarti, Creative Director, Taproot India said, “The Jaanoge Toh Maanoge initiative has always drawn parallels between mutual funds and real life. This time we needed investors to understand the merits of staying invested in equity mutual funds for a long period of time, because good returns are not an overnight phenomenon; which led us to the all-too-real life analogy of anxious parents. The kinds we see all around us, who expect miraculous things from their kids in very little time. Hopefully the film will tell parents and investors alike, in a light-hearted yet insightful way, that good results take time.”

     

    The campaign stresses how investors need to be patient with equity mutual fund investments. The latest television commercial subtly mimics the unrealistic, short-term expectation of the investor by projecting a dedicated parent who expects a reputed Tuition Center to make his son a topper overnight. In doing so, the brand slips in the message how ‘Good Results Take Time’ by reiterating that spending time staying invested (letting your money grow over time) is much more important than timing the market (Entering and exiting the market to make a windfall)

     

  • Leo Burnett's Indigo Consulting blended latest trends in design and technology for simplified, jargon-free content

    Birla Sun Life MF gets Indigo to develop jaanotohmaano.com

    By A Correspondent

     

    Leading mutual fund company Birla Sun Life Mutual Fund (BSLMF) retained Indigo Consulting for developing a platform for its recently launched investor education and awareness programme Jaanoge Tabhi Toh Maanoge. Indigo Consulting, a full-service interactive marketing and technology agency from the Publicis Groupe, developed the www.jaanotohmaano.com website that is an integral part of the BSLMF initiative.

     

    Ajay Kakar

    Speaking about the website Ajay Kakar, Chief Marketing Officer, Financial Services – Aditya Birla Group said, “Jaanoge Tabhi Toh Maanoge is not just a mere campaign. It is a platform that we can own through time here after. The JTTM website which captures facets of mutual funds now becomes the hub that we will continue to enrich with a lot of informative nuggets, life facts and trivia to make it sticky with viewers.”

     

    Vikas Tandon, Managing Director, Indigo Consulting added, “Most content around this topic is perceived to be fairly technical. The biggest task for us was to offset this notion and present mutual fund concepts in a manner that is high on simplicity and visual appeal.”