Kotak Mutual Fund takes Investor Education to the Next Level
By M4G Bureau - February 17, 2020
The BFSI brand launches a Pan-India campaign across platforms introducing Mr. SIP to consumers including OOH
To increase awareness about mutual fund investments and mitigate market volatility risks, especially for the millennials, Kotak Mahindra Asset Management Company (Kotak Mutual Fund) becomes the first in the industry to launch a conversational Voice Bot – Mr. SIP, which aims to address queries related to Systematic Investment Plan (SIPs).
The self-learning, non-biased Voice Bot will constantly upgrade itself based on the queries it receives, which enables Mr. SIP to provide optimal answers to investors. Presently, Mr. SIP will be available in English language on kotakmf.com. One can also access the Voice Bot on Google Assist by saying “Talk to Kotak Mutual Fund” and by saying “Hi” on WhatsApp (9321-88-44-88).
Nilesh Shah, MD & CEO, Kotak Mahindra Asset Management Company said, “Mutual fund industry’s growth is largely driven by SIP investments as more and more investors have realised the benefits of risk mitigation that SIP offers for long term investments. However, there is a large population that is still wary of investing in mutual funds as they don’t have easy access to clear their doubts. Our Mr. SIP does just that – uses cutting-edge technology to answers all investor queries so we can reach Kona Kona of India, as we believe SIP is one of the best ways to safeguard investments from market volatility over a long period of time”.
Kotak Mutual Fund will roll out pan-India marketing campaign spanning digital, radio, print, OOH, Television and other advertising & marketing mediums to introduce Mr. SIP to Indian consumers.
Kinjal Shah, Head – Digital Business & Marketing at Kotak Mahindra Asset Management Company said, “We have taken a new approach with the television commercial (TVC), where we have personified SIP with a fictional character named Mr. SIP, who demystifies the myths related to SIPs. Even our social media route breaks the norms of traditional BFSI communication by using ‘cricket’ anecdotes to explain queries related to SIP in a simple manner.”
Hyper Connect Asia, the agency of record, has conceived this integrated campaign. Kiran Khadke, CCO & Co-founder, Hyper Connect Asia commented, “We were tasked to break the clutter in Investor Education communication and become synonymous with SIP. The idea stemmed from our research that showed consumers are still not clear on the many benefits of SIPs. Thus, we brought Mr. SIP to life – a go to ‘person’ for anything & everything on Mutual Fund. The integrated campaign is also supported by a web portal that empowers fence-sitters with interactive calculator, blogs and all the information they are looking on SIPs.”