HSBC Mutual Fund has launched an investor education campaign titled #RetireToMore, aiming to encourage early retirement planning among Indians and to promote Systematic Investment Plans (SIPs) as a tool for building long-term financial stability.
The campaign challenges the perception of retirement as merely the end of a career, presenting it instead as a phase for pursuing personal interests. According to the HSBC Quality of Life report on retirement planning, 4 in 10 affluent individuals across all generations feel unprepared for retirement despite 8 in 10 acknowledging an understanding of what is required. Approximately 58% of individuals plan to work after retirement, with many doing so out of necessity. The report states that the average retirement corpus required in India is nearly USD 0.39 million.
The campaign message, “Retirement isn’t a choice, Planning for it is!”, underlines the need for financial planning. #RetireToMore uses a 360-degree communication approach to promote SIPs as a route to retirement readiness.
The campaign targets individuals between the ages of 30 and 45 and features three short digital films focused on the themes of Life, Passion, and Freedom. Each film presents a narrative aimed at showing retirement as a time for rediscovery, contingent on early financial planning.
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.”
The campaign includes a dedicated landing page offering retirement planning resources, including tools to estimate required retirement savings. HSBC Mutual Fund is deploying the campaign across YouTube, Instagram, Facebook, LinkedIn, and in regional languages. It will also appear on outdoor hoardings, metro and bus branding, and over-the-top (OTT) platforms.
This initiative is part of HSBC Mutual Fund’s broader investor education strategy, which previously included campaigns such as SIP Hai #FaydeWaliAadat and Apne #SIPKoDoPromotion.
