Axis Mutual Fund Launches #SochaSamjhaNivesh Campaign

Axis Mutual Fund has unveiled its flagship investor awareness campaign, #SochaSamjhaNivesh, aimed at demystifying mutual fund concepts for new investors. The campaign’s inaugural series focuses on the benefits of Multicap Funds, designed to provide a simple yet effective investment solution for those feeling overwhelmed by the complexities of the market.

Equity markets have seen a surge of new participants, many of whom grapple with FOMO (Fear Of Missing Out) and confusion. The #SochaSamjhaNivesh initiative addresses these challenges by showcasing Multicap Funds, which offer diversified exposure across large, mid, and small market capitalisations.

Gopkumar, MD & CEO of Axis Mutual Fund, commented, “In today’s fast-paced investment landscape, it’s easy for investors to feel overwhelmed. The #SochaSamjhaNivesh campaign aims to equip investors with essential information, empowering them to make informed choices. Our focus on Multicap Funds highlights a straightforward yet diversified approach to equity investment.”

Building on the previous #SochaSamjhaRisk series, which educated investors about risk profiling, the current campaign delves into the emotional factors influencing investor behaviour. Two television commercials (TVCs) illustrate the prevalent emotions of FOMO and confusion. The first TVC depicts a protagonist fulfilling their desire for broad market exposure through Multicap Funds, while the second addresses the common confusion around equity allocations.

Boniface Noronha, SVP & Head – Marketing, Digital & Direct Sales at Axis Mutual Fund, added, “The #SochaSamjhaNivesh campaign taps into the emotional decision-making process of investing. Our films connect with audiences through relatable everyday scenarios, fostering a deeper understanding of investment choices.”

Naila Patel, NCD and Vice President at Mirum India, the agency behind the campaign, noted, “The term ‘Socha Samjha’ reflects the essence of thoughtful investment. This campaign expands on that concept, providing risk-informed solutions tailored to the needs of investors seeking multiple equity opportunities.”