HSBC Mutual Fund unveils 'Apne #SlPKoDoPromotion' campaign to educate investors on SIP top-up

The campaign uses real life situations to nudge investors to opt for a top-up plan to meet their long-term wealth creation goals.

HSBC Mutual Fund has unveiled Apne #SIPKoDoPromotion, a unique digital campaign to create awareness and educate investors about SIP Top-up and the role it plays in their long-term wealth creation. The campaign is a series of three short films of 30 seconds each, with an aim to encourage investors to embrace the concept of giving their money a well-deserved promotion by opting for a Top-Up facility on their Systematic Investment Plans (SlPs).

The Apne #SIPKoDoPromotion uses real life situations to nudge investors to opt for a top-up plan to meet their long-term wealth creation goals. The aim is to bridge the disconnect between rising aspirations and investment strategies by promoting the power of SIP Top-Up. Apne #SIPKoDoPromotion aims to encourage investors to consider investing in a Sip Top-up, to align it with their evolving goals, lifestyle, expenses, dreams, etc.

The first film features a couple visiting an orphanage and realising that they are being interviewed by a kid. The serious faced kid questions them on income, promotion, etc. when questioned on the promotion of their wealth, they are left clueless and are sent away.

The second film opens to a meeting between families of a prospective bride and groom. The prospective groom is left speechless when being questioned on the promotion of his money, leaving the bride‘s family leaving disappointed.

Commenting on the launch, Kailash Kulkarni, CEO, HSBC Mutual Fund, said, “SIPs are becoming the go-to tool for retail investors to achieve their financial goals. Through our Apne #SIPKoDoPromotion campaign, we want to emphasise on the power of compounding that an SIP Top-up brings in, aiding in building long-term wealth. We want our investors to know that a Top-up can empower them to boost their investments at par with their current income levels and hence be in control of their financial future.”

Commenting on the campaign, Sandeep Sreekumar, vice president at BornHi Digital, said, “Industry Data shows that there are over 484.6 million people in India have SIPs as of March 31, 2024, but only 0.50% (roughly 240,000 SIPs), utilize the powerful Top-U p feature. This data insight ignited the sparI‹ for this campaign. We believe Apne #SIPKoDoPromotion can reshape the narrative around financial responsibility and investing by educating investors about maximizing their SIP potential through SIP Top-U p.”

The last film is a family seeking a cook. The twist is Chotu (the cook) is interviewing the family. While there are proud and happy answers to questions on the house, salary, increments, etc., none of them have an answer to promotion of their wealth. Chotu leaves, rejecting them.

HSBC Mutual Fund will be leveraging all digital media platforms for the Apne #SIPKoDoPromotion campaign. The company will be extensively engaging with investors via display, banner ads, search marketing, social media platforms including Instagram, Facebool‹, YouTube., etc. On-ground activities have also been planned in different commercial hubs to engage with investors, to educate and encourage them to consider Sip Top-ups.