Axis Mutual Fund Launches #SochaSamjhaNivesh to Empower New Investors

Axis Mutual Fund has launched its flagship investor awareness campaign, #SochaSamjhaNivesh, aimed at simplifying investment concepts for new investors. Recognizing the overwhelming complexities of the investment world, this initiative empowers investors with the knowledge needed to make informed decisions.

The first series of the campaign focuses on educating audiences about the benefits of Multicap Funds, which invest across all three market capitalizations: large, mid, and small. Through a comprehensive 360-degree approach, the campaign seeks to engage and inform new investors about these investment opportunities.

B. Gopkumar, MD and CEO of Axis Mutual Fund, stated, “In today's fast-paced investment landscape, investors can easily feel overwhelmed by complex decisions and the allure of immediate gratification. #SochaSamjhaNivesh aims to provide relevant information to help investors make informed choices. The current market presents opportunities across all segments, and by focusing on Multicap Funds, we showcase a diversified and accessible equity investment solution without sacrificing simplicity.”

The campaign features two TVCs that tap into the critical emotions of FOMO and Confusion. The first TVC illustrates a protagonist’s desire for exposure to all market caps, fulfilled through the strategic allocation offered by Multicap Funds. The second highlights the confusion investors face when determining equity allocations, showing how these funds provide a straightforward solution.

Boniface Noronha, SVP and Head of Marketing at Axis Mutual Fund, noted that the campaign captures everyday interactions, creating a deeper connection with the target audience. Naila Patel, NCD at Mirum India, emphasized that the term Socha Samjha embodies thoughtful investing, aiming to foster responsible investment decisions. The campaign not only educates about Multicap Funds but also encourages a broader conversation about making informed investment choices that align with individual goals and risk appetites.