HDFC Mutual Fund has launched the fourth edition of its Nurture Nature campaign.
Commenting on this socially responsible initiative, Navneet Munot, MD & CEO of HDFC Asset Management Company Ltd., said: “Global warming is an existential threat to humanity. As the world grapples with deforestation, rapid urbanization, environmental degradation, and groundwater depletion, it is crucial for us to take immediate action. As part of our ongoing Nurture Nature Campaign, now in its fourth year, we have committed to alleviating the water crisis by restoring an existing lake and providing a sustainable source of water.”
Publicis Worldwide India has conceptualised an ad film titled ‘Seekh,’ for HDFC Mutual Fund. This film is an extension of the ‘Zindagi Ke Liye SIP’ campaign launched last year.
Speaking about the film, Oindrila Roy, Managing Director, Publicis Worldwide India, said: “At Publicis Worldwide India, we help brands engage their audiences by leveraging powerful human insights. Zindagi Ke Liye SIP is a perfect example of a campaign that is based on a powerful cultural insight that unlocks category growth for mutual funds. Through a series of heart-warming and relatable stories, we want to showcase how SIP can make mutual fund investing rewarding.”
Added Srijan Shukla and Pratheeb Ravi, Executive Creative Directors at Publicis Worldwide India: “We, as a society, believe that starting something early is very important and a prerequisite for success. It’s a principle that’s equally true for SIP. This observation forms the premise of our second film for the campaign ‘Zindagi Ke Liye SIP’. The film tells a simple yet poignant story of vulnerability and honesty. The film is authentic and relatable. And like always we have tried to keep the narrative honest.”
HDFC Mutual Fund has announced an exclusive end-to-end women-led financial empowerment initiative #LaxmiForLaxmi.
Commenting on the unique initiative, Navneet Munot, MD & CEO of HDFC AMC, said: “Women have always had a knack for saving money and offered unexpected support during times of adversity. However, simply keeping money in traditional instruments rarely earns enough to keep up with inflation. Thus, through our #LaxmiForLaxmi campaign, we aim to empower women to understand investment avenues better and benefit from them. HDFC Mutual Fund aspires to not only be a wealth creator but also an investment educator for every Indian, especially women, because when women are financially independent, they contribute significantly more to a strong, progressive society that is healthier and more prosperous.
HDFC Mutual Fund (HDFC MF) has initiated a socially responsible campaign #NurtureNature to plant a tree on behalf of investors who register for a Systematic Investment Plan (SIP) between 31 May – 4 June, 2021. HDFC MF has associated with Grow-Trees.com dedicated to the cause of planting trees, for this innovative social cause.
HDFC MF will have a sapling planted on investor’s behalf, for registering an SIP through digital / online modes only with a minimum of Rs. 1000 per month, for a tenure of at least 3-years in an equity-oriented scheme (excluding arbitrage and index funds) in both regular and direct plans. After a period of 3-months post the date of registration, a tree will be planted on behalf of the investor and the investor will receive an eCertificate from HDFC MF.
Commenting on this socially responsible initiative, Navneet Munot, MD & CEO, HDFC Asset Management Co. Ltd. said, “Our #NurtureNature initiative of planting trees on behalf of investors’ commencing SIPs is aimed at helping investors create wealth while contributing to a greener future. We also want to encourage digital on-boarding which brings convenience to investors while supporting the environment.”
Added Bikrant Tiwary, CEO Grow-Trees.com said “Grow-Trees is delighted to be associated with HDFC MF for planting trees in India. It’s time that we realise our responsibilities and give back to nature what we took. We hope that with this initiative, we are able to bridge the gap a little.”
HDFC Mutual Fund has launched a 360‐degree investor education campaign titled ‘#KyaPlanHai’ across print, television, and digital. The campaign aims to touch the universal truth of life that people have big dreams and they always have desired to live an upgraded life, whether it’s moving to a big house or buying a dream car.
On the launch of the campaign, Milind Barve, Managing Director, HDFC AMC said: “To upgrade means to elevate every aspect of ourselves to a higher standard. The new campaign displays the powerful, conscious, human expression of dreaming. We intend to ensure that through this campaign everyone has an opportunity to understand the importance of financial planning via mutual funds to upgrade their lifestyle”.
The campaign is spearheaded by Mirum India. Added Naila Patel, Executive Creative Director, Mirum India: “We have observed that people love inspiring stories, they connect with them at an emotional level. These mini stories will tug at people’s heart and will teach them that all dreams can be attained. We are living in exciting times where creativity can be showcased at its best and across various platforms all at once. We are proud of the insightful work and great partnership.”
HDFC Mutual Fund has launched its third fund in the series of Charity Fund for Cancer Cure to highlight the role of charity towards the struggles of the families of cancer patients. The fund was initially launched in 2011 as HDFC Debt Fund for Cancer Cure and subsequently again in 2014.
Through the story of the fireman and his little daughter, the ad conveys the message that there is no better return on investment than saving a life. Publicis Ambience, the agency on the brand, has conceptualised and executed the campaign.
Speaking about the campaign, Shyamali Basu, Senior VP and Head of Products, HDFC Asset Management Company said: The unseen struggles of cancer patients are unimaginable, more so of the families who can’t afford their treatment. Through this one of a kind fund, we make concerted efforts in aiding this cause to the fullest. Publicis Communications has done a great job in delivering the message through a simple and impactful ad.â€
Bobby Pawar
Added Bobby Pawar, Managing Director, Publicis Communications South Asia: “Very rarely do you see a company believe in a cause that they create a product that supports it. All of us must salute HDFC Mutual Fund for not only conceiving the Charity Fund for Cancer Cure, but also making it a successful endeavour. One that has employed the investment savvy and the philanthropy of high net worth individuals for the benefit of thousands of cancer victims and their families.â€
Jigar Fernandes
Said Jigar Fernandes, Executive Creative Director, Publicis Ambience: “We realised that a fund like this might get more takers from the 35 plus age group, who might be parents themselves. Hence the story of a parent struggling to save his child, and the urge to help more parents like him in their fight against cancer.â€
The penetration of Mutual Funds in the country is very low and one of the biggest reasons for that is the low awareness of the products and the benefits of investing in them. With the objective of demystifying mutual fund investment, Publicis leverages storytelling to achieve their goal in a very simple yet profound manner. The creative shop has crafted a series of TVCs for HDFC Mutual Fund capturing distinctive situations that interestingly inform people about investing in mutual funds through simple life analogies that are seen through the lens of a little girl.
In one of the commercials, we see a girl wearing a saree confidently. But later we find that she’s made a mess of it as she doesn’t really know how to wear it and looks up to her mother for help thereby highlighting the importance of taking expert advice before investing in mutual funds. In another commercial, we see the girl swimming like a fish while an older lady hesitates to even put one foot in the pool, which goes on to explain the benefit of starting early when it comes to investing in mutual funds. In yet another commercial, we see the same girl greeting an angry old uncle everyday who eventually melts and reciprocates her actions which further goes on to explain the benefit of regular investments. There are a couple more films on the same line that will run on the digital medium.
Commenting on the uniqueness of the campaign, Bobby Pawar, Managing Director, CCO, Publicis South Asia says “Most people are scared of thinking about investments, because they feel it is way too complicated for them to understand. So the problem was how do you get them to listen and more importantly learn? We turned to a technique that great teachers employ i.e. make the lesson interesting and fun. From here, we drew parallels between the things life teaches us as we are growing up and the principles of investing in mutual funds. To underscore that these lessons are simple, we told stories through the experiences of a little girl.â€
