“A Game-Changer in Investments: SAMCO MF Launches India’s First Active Momentum Fund with a Compelling Video Campaign!”

Mumbai, May 12, 2023: Samco Mutual Fund, launches #RideTheMomentum campaign to help people invest in stock markets. This campaign unveils the Launch of India’s 1st Active Momentum Fund showcasing the concept through a relatable and engaging cricket-themed narrative. The ad captivates the audience with its compelling storyline and draws parallels between the selection of players in cricket and the investment strategy of active momentum funds.

The video ad tells the story of a cricket coach who is tasked with selecting a player for an important match. Breaking from tradition, the coach decides to base the selection solely on the player’s recent form and not on basis of past performance or name of the player, despite their lack of experience. The chosen player makes a stunning debut, hitting a boundary on the last ball to secure a victory for the team.

This storyline brilliantly intertwines with the investment realm, spotlighting the essence of momentum funds. These funds strategically identify stocks with recent momentum, uncovering hidden investment opportunities that can lead to exceptional returns. The ad effectively portrays how this approach, similar to the coach’s decision to prioritize recent form, can potentially result in successful outcomes. With speed and agility, the campaign aims to pick players in top form, just as momentum funds seek out high-performing stocks. By capturing the momentum factor, known for generating excess returns, the campaign uncovers momentum even from hidden gems.

“As a leading mutual fund company, SAMCO MF is proud to announce the launch of our 1st active momentum fund by unveiling the new video ad, which effectively showcases the innovative investment strategy through a compelling cricket-themed narrative,” said Mr. Viraj Gandhi, CEO of SAMCO MF.

He further added, “The ad highlights the significance of recent performance in driving investment decisions and draws a parallel between selecting players for a cricket match based on their recent form and the concept of momentum funds, which identify stocks based on recent momentum to potentially unlock hidden investment opportunities. This connection underscores our commitment to delivering superior investment outcomes for our clients through innovative and effective investment strategies.”

“We embarked on a mission to demystify momentum using a universally relatable analogy,” expressed the creative genius behind the #RideTheMomentum campaign, Chirag Joshi, Chief Growth Officer at Samco Mutual Fund. “Cricket, a sport synonymous with form and performance, became our muse. We delved into internal brainstorming sessions, connecting the dots between being in form and the momentum characteristics in stocks. Our product is a trailblazer, and we sought to reflect its uniqueness through an avant-garde commercial. The #RideTheMomentum campaign not only captures our dedication to providing investors with cutting-edge strategies but also delivers a visual spectacle that leaves a lasting impression.”

The video ad released by SAMCO MF reflects the company’s dedication to innovation and excellence in the mutual fund industry. By leveraging the widespread appeal of cricket, a sport that holds a special place in the hearts of millions, the ad effectively conveys the key message of active momentum funds – the importance of recent performance in making informed investment decisions. The ad’s storyline seamlessly connects with the world of investment, showcasing how the selection of players based on recent form in cricket aligns with the investment strategy of active momentum funds. Overall, the ad serves as a powerful example of how innovative and creative communication can be used to educate and engage investors.

SAMCO MF’s in-house campaign strikes a chord with a diverse audience through a comprehensive outreach strategy across TV, print, print ad creatives, digital, and social media. The cricket-themed metaphor of the ad enthralls investors, advertising pros, and those intrigued by mutual funds and investment strategies. The aim is to educate, inspire, and empower investors to make informed decisions while showcasing SAMCO MF’s unwavering commitment to innovative and effective investment approaches. This captivating campaign, produced entirely in-house, exemplifies SAMCO MF’s dedication to excellence in the mutual fund industry.