HSBC Mutual Fund has introduced a new investor education initiative, #RetireToMore, aimed at encouraging Indians to view retirement not as an end, but as the start of a new phase. The campaign is designed to promote early financial planning and to position Systematic Investment Plans (SIPs) as a means to help individuals prepare for retirement.
According to the HSBC Quality of Life report on retirement planning, four in ten affluent individuals across all generations feel unprepared for retirement, despite nearly eight in ten knowing what is required. The report also notes that around 58% of individuals plan to work after retirement, often out of necessity rather than choice. The average amount needed for retirement in India is estimated at approximately USD 0.39 million.
The campaign targets working individuals between the ages of 30 and 45. It features a series of three short digital films, each focused on one theme: Life, Passion, and Freedom. The narratives aim to convey that retirement can be a time of rediscovery, if planning begins early.
The first film presents a former corporate executive who now follows her interest in classical dance –
The second depicts a retired couple watching a sunrise from a high-altitude cliff –
The third film follows a banker who transitions into a baking career –
Commenting on the campaign, Sandeep Sreekumar, Vice President at BornHi Digital, said, “Building on our successful collaboration with HSBC Mutual Funds, #RetireToMore, goes beyond brand elevation. Retirement in India is often delayed in planning, underestimated in need, and overlooked in urgency. With 31% of urban Indians unaware of the retirement corpus required to maintain their current lifestyle — and over half expecting their savings to last just 5 to 10 years — there’s a clear need for awareness and action. We believe #RetireToMore can shift the narrative from retirement as an end, to retirement as a new beginning. This campaign isn’t just about financial literacy — it’s about helping individuals reclaim their post-retirement years with dignity, freedom, and purpose.”
Kailash Kulkarni, CEO, HSBC Mutual Fund, said, “Industry data and studies reveal that most people have either not started planning for their retirement or are unsure and underprepared for their post-retirement stage. Through our #RetireToMore campaign, we want to make people realise that retirement is not the end, but the beginning of a new chapter in life. And to fully enjoy this phase, one needs smart financial planning through disciplined investment in SIPs. We are confident in driving this message with our relatable films.”
As part of the campaign, HSBC Mutual Fund has launched a dedicated landing page with retirement planning resources, including tools to estimate required savings. The campaign is being delivered through various platforms such as YouTube, Instagram, Facebook, and LinkedIn, with content available in regional languages. Additional visibility will be achieved through metro and bus branding, outdoor hoardings, and OTT platforms.
