As our lives evolve, so do our goals, lifestyles, expenses, and dreams. Yet, how often do we consider giving our hard-earned money the promotion it deserves? Recognizing this gap, HSBC Mutual Fund has launched the innovative Apne #SIPKoDoPromotion campaign.
The Apne #SIPKoDoPromotion campaign is a series of three engaging short films, each lasting 30 seconds. The objective is to encourage investors to give their money a well-deserved promotion by opting for a Top-Up facility on their Systematic Investment Plans (SIPs).
Systematic Investment Plans (SIPs) are a popular investment tool that allows individuals to invest a fixed amount in a mutual fund scheme at regular intervals, whether monthly, quarterly, or otherwise. HSBC Mutual Fund explains that an SIP Top-Up enhances this concept by allowing investors to increase their SIP contributions by a fixed amount or percentage at predefined intervals. This approach helps investors keep pace with inflation, evolving lifestyles, and increasing expenses, thus aligning their savings with their regular income.
The Apne #SIPKoDoPromotion campaign uses real-life scenarios to subtly nudge investors toward adopting a top-up plan to meet their long-term wealth creation goals. By promoting the power of SIP Top-Up, the campaign aims to bridge the disconnect between rising aspirations and investment
The digital films in the campaign present relatable and thought-provoking scenarios:
Film 1: A couple visits an orphanage and finds themselves being interviewed by a child. The serious-faced kid questions them about their income and promotions. When asked about the promotion of their wealth, they are left clueless and are sent away.
Film 2: During a meeting between the families of a prospective bride and groom, the groom is left speechless when questioned about the promotion of his money, leaving the bride’s family disappointed.
Film 3: A family seeking a cook is turned on its head when Chotu, the cook, interviews them. Despite proud answers about their house, salary, and increments, they have no answer for the promotion of their wealth, leading Chotu to reject them.
Kailash Kulkarni, CEO of HSBC Mutual Fund, emphasized the importance of this campaign, saying, “SIPs are becoming the go-to tool for retail investors to achieve their financial goals. Through our Apne #SIPKoDoPromotion campaign, we want to emphasize the power of compounding that an SIP Top-Up brings in, aiding in building long-term wealth. We want our investors to know that a Top-Up can empower them to boost their investments at par with their current income levels and hence be in control of their financial future.”
Sandeep Sreekumar, VP of BornHi Digital, highlighted the campaign’s significance, stating, “Industry data shows that there are over 484.6 million SIPs in India as of March 31, 2024, but only 0.50% (roughly 240,000 SIPs) utilize the powerful Top-Up feature. This data insight ignited the spark for this campaign. We believe Apne #SIPKoDoPromotion can reshape the narrative around financial responsibility and investing by educating investors about maximizing their SIP potential through SIP Top-Up.”
Netizens have responded positively to the campaign’s videos, with comments such as “Excellent video. I like the ‘पैसो को प्रमोशन’ slogan” and “Great video!” reflecting the enthusiasm and appreciation for the innovative approach HSBC Mutual Fund has taken to educate and engage its audience.
HSBC Mutual Fund is leveraging all digital media platforms for the Apne #SIPKoDoPromotion campaign. The company will extensively engage with investors through display and banner ads, search marketing, and social media platforms like Instagram, Facebook, and YouTube. Additionally, on-ground activities are planned in various commercial hubs to further educate and encourage investors to consider SIP Top-Ups.
