Bengaluru-based neo bank Fi Money recently launched its mutual fund offering on the app. To take things further, the app has introduced ‘curated baskets’ that help users find mutual funds based on their investment needs. The campaign featuring Sima Taparia of Indian Matchmaking fame, presents the show’s host as a ‘matchmaker’, helping confused users find the right mutual fund to invest in. The campaign includes an ad film with Sima switching roles from India’s top matchmaker to India’s top mutual fund matchmaker.
Spoilt for choice when it comes to Mutual Funds
Investing as a trend is picking up in the post pandemic world with younger investors starting to invest in market instruments. But with more platforms, apps, and resources this leads to an information overload. From what type of funds to invest in to picking the right fund from that category, there are a lot of questions that go unanswered. Adding to the clutter of information is opinions from influencers, blogs and forums that have formed a decision fatigue in the minds of users.
Mutual Fund Matchmaking: The Campaign
The brand launched the campaign by creating a LinkedIn profile for Mumbai’s top matchmaker who updated her followers about the latest feather in her cap – Mutual Fund Matchmaking. The campaign video broke on her LinkedIn channel as well. It features Sima Taparia in an Indian matchmaking like set-up announcing her return and speaking about how millennials today are very confused about investing.
We see her talk to millennials who have different kinds of expectations from their investment portfolio. We see Naresh, Reena, a ‘Crypto Puttar’ and his mom, as puzzled people who have different risk profiles and are eager to find the perfect match.
The film then cuts to Sima aunty pointing to a single solution to all their demands – the Fi App – where users can find curated mutual fund baskets that perfectly match their different needs.
Fi also took this to Instagram by doing tutorials and explainers on Mutual Funds the Sima Taparia way.
On the launch of this campaign, Sujith Narayanan, CEO of Fi. Money says, ‘With the confusion that millennials are facing today with respect to available investment choices, we wanted to build a feature that helps with decision-making. Our curated mutual fund baskets are built to cater to all kinds of needs of different investors.’
The video has garnered over 2 million views. And has been conceptualized by the brands in-house creative team Users can also find funds of their choice by using 60+ filters across risk, fund type, returns, expenses and more.
With the help of AutoInvest they can create SIPs that help them with disciplined investing in the best mutual funds with zero commission. Apart from the usual monthly SIPs, Fi offers flexible SIPs that allows users to invest daily and weekly. Fi Money also offers zero penalty on skipped SIP payments.
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