Key Highlights:
- Axis Mutual Fund’s #SochaSamjhaRisk campaign underscores its commitment to educating investors to make informed investment decisions.
- The campaign focuses on instruments such as the Riskometer and Risk Profiler that would aid investors understand fund risk and individual risk appetite, respectively.
- #SochaSamjhaRisk primarily focuses on debunking the perception that ‘All mutual funds are risky’ and instead, encourages investors to make informed and strategic choices by understanding the risks involved.
- The campaign has been creatively conceptualized and led by Mirum India
Mumbai, 11 September 2023: Axis Mutual Fund, one among the leading fund houses in India is excited to announce the launch of its new dynamic and insightful advertising campaign, #SochaSamjhaRisk. It is a 360-degree campaign aimed at encouraging investors to understand individual risk appetites with the help of a Risk Profiler. The initiative also focuses on educating investors about Riskometer to understand the fund risk and make informed investment decisions.
While most investors understand the importance of investing, they tend to get swayed easily by market noise. Unfortunately, everyday market fluctuations are treated as the benchmark for ‘Risk’, resulting in mutual funds being perceived as a ‘Risky’ investment avenue. This also paves way for several misconceptions amongst investors, primarily led by limited understanding of ‘risk’ and ‘tools to mitigate risk’. Therefore, #SochaSamjhaRisk is Axis Mutual Fund’s proactive step towards enhancing investor education and encouraging individuals to truly understand the risks associated with their investments.
B. Gopkumar, MD & CEO, Axis Mutual Fund, stated, “Most investors perceive ‘Risk’ in the negative connotation and pay little heed to comprehending the real ‘Risk-Return’ trade off. As responsible investment managers, we believe investors must understand how ‘Risk’ influences their financial journey. Our latest initiative #SochaSamjhaRisk underscores the significance of well-thought-out investment decisions over impulsive, uninformed choices influenced by hearsay or market noise.”
Links to view the campaign:
Video 1: https://youtu.be/P2flUrzhTPc
Video 2: https://youtu.be/YLAr-9zzF3M
Video 3: https://youtu.be/ghZclymEza0
Video 4: https://youtu.be/oAxZNSo7Xng
All four videos focus on two key elements that are central to the campaign:
Riskometer: The first and second video focus on spreading awareness and educating investors about Riskometer as a key tool to understand fund risk. By familiarizing themselves with the Riskometer’s categories and aligning them with their comfort levels, goals, and investment durations, investors can make informed decisions and effectively manage risks to meet their financial goals.
Risk Profiler: The Risk Profiler is a tool to gauge one’s personal risk-taking appetite designed to help investors understand their unique risk-taking capacity by factoring in individual goals and financial objectives. Therefore, the third and fourth videos emphasize on encouraging investors to assess their risk appetite to make informed decisions.
Boniface Noronha, SVP & Head – Marketing, Digital & Direct Sales at Axis Mutual Fund, emphasized, “Axis Mutual Fund’s #SochaSamjhaRisk is a one of its-first kind of initiatives aimed at changing the dynamics of investor education by actively encouraging people to ‘understand and decode risk’. #SochaSamjhaRisk capitalizes on the core human insight of staying away from everything seemingly ‘Risky’ without truly understanding the ‘Risks’ involved. The four slice of life films capture everyday interactions to create a stronger resonance with the target audience.”
Recently, Axis Mutual Fund has introduced the Risk Profiler feature on its website to help investors assess their risk appetite and plan their investment journey accordingly. For this, individuals must answer a series of questions focusing on factors such as financial goals, time horizon, investment preferences, and risk aversion to understand their approach to different situations, basis which their risk appetite will be revealed.
Naila Patel, National Creative Director, Mirum India Pvt. Ltd., says, “While talking about risks is always tricky in mutual fund communication, this campaign gave us the opportunity to do just that – put the spotlight on risk, loud and clear! The genesis of this idea lies in the risks we take every day, the moment we step out of the comfort and safety of our homes. The big bad world can be risky, but we take the risk of navigating that big bad world, because we’ve put some thought behind a risk, we’re willing to take – a #SochaSamjhaRisk. And that’s what we’re telling those who’re averse to investing in mutual funds; sure, there’s risk, but if you know how to interpret that risk with the risk profiler and risk-o-meter, there’s a story waiting to unfold – the story of you realizing your dreams.“
