Axis Mutual Fund educates customers about SIP using cookie jars

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | April 14, 2017
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The campaign has been conceptualised by One September.

Asset management company, Axis Mutual Fund has launched a campaign 'The Cookie Jar Experiment' to create awareness amongst customers about SIP (Systematic Investment Plan).

Conceptualised by One September, the campaign prompts people to ask themselves if they are making adequate allocation to health-related expenses while planning their transition to a happy retirement.

Axis Mutual Fund 'Cookie Jar Experiment'

Karan Datta, chief business officer - Axis Mutual Fund, says, "We all wish to lead a 'happy retired' life. It is one thing to say that you want to be positive about the future. If that is true for you, then healthy aging should become a major part of your retirement plans and lifestyle."


The brand's consumer survey revealed that while everyone has big plans for their post-retirement phase, they forget that these goals and dreams can come to life only if one leads a healthy life. As people age, health starts deteriorating and even a small health issue can have an impact on finances. Hence, one needs to not just plan for the essentials bucket which will pay for all post-retirement dreams but also for future healthcare expenses.

Basis this insight, Axis Mutual Fund came up with an experiment wherein it asked people what they picture themselves doing post-retirement. People were given cookies (representing money) that were to be filled in each of the cookie jars which represented the investments to be made for fulfilling their post-retirement dreams.

What followed was interesting; while the travel and hobbies jars were filled to the brim, the jar labelled 'health' was barely filled. Through this campaign, Axis MF aims to educate customers about the fact that to lead a secure and stress free post retirement life one needs to start planning for both 'dreams and health', and one of the ways of doing this is adopting the SIP (Systematic Investment Plan) route.

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