HSBC Mutual Fund's 'Apne #SIPKoDoPromotion' Campaign Launch

HSBC Mutual Fund has introduced 'Apne #SIPKoDoPromotion,' a digital campaign designed to raise awareness and educate investors about the benefits of SIP (Systematic Investment Plan) Top-ups for long-term wealth creation. The campaign features a series of three 30-second short films, highlighting real-life scenarios to encourage investors to consider SIP Top-ups.

The goal of 'Apne #SIPKoDoPromotion' is to bridge the gap between rising aspirations and investment strategies, promoting the advantages of SIP Top-ups. By opting for this feature, investors can align their investments with evolving financial goals, lifestyle changes, and future dreams.

In the first film, a couple visiting an orphanage finds themselves being interviewed by a serious-faced child who questions them about income and promotions. When asked about the promotion of their wealth, they are left clueless and are sent away. 

The second film depicts a meeting between families of a prospective bride and groom. The groom is left speechless when questioned about the promotion of his money, resulting in the bride's family leaving disappointed.

The third film shows a family seeking a cook, with a twist—the cook, Chotu, interviews the family. Despite proud answers about their house, salary, and increments, none can answer questions about the promotion of their wealth, leading Chotu to reject them.

Kailash Kulkarni, CEO of HSBC Mutual Fund, commented, “SIPs are becoming a popular tool for retail investors to achieve financial goals. Through 'Apne #SIPKoDoPromotion,' we aim to highlight the power of compounding with SIP Top-ups, which can significantly aid in building long-term wealth. We want our investors to understand that a Top-up can help boost their investments in line with their income levels, putting them in control of their financial future.”

Sandeep Sreekumar, Vice President at BornHi Digital, added, “Industry data shows that over 484.6 million people in India have SIPs as of March 31, 2024, but only 0.50% (around 240,000 SIPs) use the Top-up feature. This insight inspired the campaign. We believe 'Apne #SIPKoDoPromotion' can reshape the narrative around financial responsibility and investing by educating investors on maximizing their SIP potential through SIP Top-ups.”

HSBC Mutual Fund plans to leverage all digital media platforms for the campaign, including display ads, search marketing, and social media platforms like Instagram, Facebook, and YouTube. Additionally, on-ground activities in various commercial hubs are planned to engage with and educate investors about the benefits of SIP Top-ups.