Q] What are the key challenges in simplifying investment concepts for new investors? How do you ensure clarity while maintaining engagement?
AMFI’s ‘Mutual Fund Sahi Hai’ campaign has successfully raised awareness about mutual funds, especially among the Socio-Economic Classification (SEC) A-B population. However, while it educates customers that mutual funds are a good investment, it doesn’t guide them on how to invest or which mutual fund suits their needs. Although AMFI creates awareness at the category level, mutual fund brands focus on educating customers about specific products. The challenge—and opportunity—lies in bridging the gap between these two efforts. While many are aware of mutual funds, they don’t know how to start investing. We’ve been working on addressing this gap for the past 18 months and are committed to continuing this journey.
Q] Tell us a bit about #SochaSamjhaNivesh campaign. What media mix and budget was allocated for the campaign?
Last year, we launched the ‘Socha Samjha Risk’ campaign to help investors overcome fears and confusion about investing. We guided them to first understand their risk appetite, then match it with the right mutual fund products. This approach encourages informed decisions, preparing investors for market fluctuations and reducing impulsive reactions. Building on this, our current campaign, ‘Socha Samjha Nivesh,’ goes one step further by educating investors on different mutual fund categories like multi-cap, passives, debt hybrids, and liquid funds. We focus on multi-cap funds, which combine small, mid, and large-cap investments, addressing two key insights: simplifying equity investment and alleviating FOMO (Fear of Missing Out). The campaign aims to simplify investing and address common fears, promoting a balanced, diversified investment strategy.
Our media mix focuses on TV for awareness, outdoor advertising for amplification, and digital platforms for extended engagement. This campaign stands out due to the significant budget allocated to content creation. Last year, we introduced a risk profiler and riskometer; this year, we’ve expanded with educational content, including a research report on ‘Socha Samjha Nivesh.’ Content plays a crucial role in the mid-funnel strategy, engaging customers after AMFI’s awareness efforts, leading to product-specific messaging. This campaign is one of our largest, with a significant double-digit percentage of our overall marketing spend.
Q] The campaign focuses on educating new investors. How do you plan to sustain their interest and build trust beyond the initial phase of engagement?
The ‘Socha Samjha Risk’ and ‘Socha Samjha Nivesh’ campaigns are part of a long-term strategy to build consumer familiarity, educate, and enhance financial literacy. We aim for consistency in our messaging to drive customer education and informed decision-making. While we’ll address new products and stories, the core message remains the same: think carefully, understand thoroughly, and invest with long-term goals in mind.
Q] With the rise of digital platforms, how are you addressing the shift in how people consume financial information, especially younger, tech-savvy investors?
During my 14 years in insurance, consumer access to financial research was limited, with long-form content deterring engagement. Most consumers relied on peer advice, often leading to poor investment decisions. The rise of digital platforms like YouTube and Instagram has changed this, providing quick, accessible content—especially short-form videos—that empowers Gen X, Gen Z, and Gen Alpha to make informed decisions. This shift has increased financial awareness and enabled faster, more confident decision-making.
Q] Which generation, according to you, is more prone to losses when it comes to shares and mutual funds?
Gen Z and Gen X are more prone to losses because they often seek quick gains in terms of wealth. True wealth creation requires long-term investment, aligning with goals, and investing for the right reasons. Focusing on fast gains can lead to irrational decisions and potential losses.
Q] How have investor attitudes towards mutual funds, particularly equity investments, evolved post-COVID?
Demonetisation and COVID-19 were key inflection points for digital investment. During the pandemic, many people tried online trading and investing, often without enough knowledge, hoping for quick gains. While some succeeded initially due to low market conditions, this approach was unsustainable. Similarly, mutual fund adoption grew over time as online platforms attracted new investors, especially younger ones! Though their initial investments were small, these investors will likely increase their contributions as they progress through life stages such as marriage, buying a house, and planning for retirement. Over time, their investments will become more structured and goal-oriented, contributing significantly to the market in the long term.
Q] What inspired the creation of the ‘Compounding Mindset’ podcast and the ‘Most Asked Questions’ series?
We base our content on customer queries from digital platforms, social media, and search channels. By analysing this feedback, we create content that directly addresses the questions customers are asking, such as ‘How does this mutual fund work?’ or ‘What are passives?’ This approach ensures the content is relevant and meaningful, solving real problems. Initiatives like our ‘Compounding Mindset’ podcast help us provide clear, engaging answers, fostering stronger customer engagement and connection.
Q] With the rise of several new-age platforms like Groww and Zerodha, competition in the investment space has grown significantly. What would you say is the unique value proposition that sets your platform apart from others?
While we don’t offer aggregation like fintech platforms, we focus on delivering an exceptional customer experience. Our platform allows customers to explore products, conduct risk profiles, track investments, plan financial goals, and adjust investments as needed. We provide a one-stop shop for servicing, enabling customers to manage SIPs, invest additional amounts, or diversify their portfolios. Our goal is to offer a seamless and enriching investment experience that complements the growth of Digital and Fintech ecosystems.
PROFILE
Boniface Noronha leads the Marketing, Digital & Direct Sales verticals at Axis AMC. He joined Axis AMC in March 2019. He has two decades of rich experience across diversified verticals such as Brand Management, Business Strategy, Ecommerce, Digital Marketing & Direct Sales. He began his professional journey with Quadrant Communications (Lowe – IPG Group) in 2000. After that, he was associated with Ambience Publicis, Ogilvy Advertising, and HDFC Life Insurance. His last stint was with Vodafone Idea India wherein he was heading the Digital business.
ABOUT THE BRAND
Axis AMC is one of India’s fastest growing asset managers offering a comprehensive bouquet of asset management products across mutual funds, portfolio management services and alternative investments.
FACTS
Creative Agency: MIRUM INDIA
Production House: Boathouse Media
Media Agency: TV – STARCOM / OOH - Dentsu
Social Media Agency: STARCOM
Digital Agency: LS Digital
PR Agency: Adfactors PR
