Campaign India Team
Jan 14, 2019

Axis Mutual Fund takes a stand against fake news, pushes need of financial advisor

Watch the film conceptualised by The Womb here

Axis Mutual Fund has rolled out a film that takes a stand against 'fake news'.
It shows how rumours can spread with the message of the importance of consulting a financial advisor before taking action against such news. The film shows people randomly forwarding and reacting dramatically after reading a red alert message on markets. 
Rohan Padhye, VP - marketing, Axis Asset Management Company, said, “The industry has done a good job in getting new investors warmed up to mutual funds. It is imperative to keep guiding such investors on various aspects of investing which the financial advisors are anyway doing. As a responsible mutual fund, our objective is to create awareness about responsible investing practices and how one can become a responsible investor. While this endeavour is on through various communication interventions, we felt it is equally important to dwell upon the behavioural aspect of investors as any kind of bad news can work negatively on the investors’ minds."
He added, "While we consider ourselves responsible for playing the role of a credible and responsible asset management company, we would expect similar reciprocation from our large retail investor fraternity to be alert and disciplined in their approach and not fall prey to unsolicited, fake information and rumours. This follow up messaging of acting responsibly is a natural progression for the brand as we believe the true benefit for all the stakeholders would be derived only if all demonstrate responsible behaviour in their respective roles.”
Client: Axis Mutual Fund
Client team: Rohan Padhye, Ramanathan Sridhar
Creative agency: The Womb
Founders: Navin Talreja and Kawal Shoor
Account management: Heval Patel
Creative director: Suyash Khabya
Writer: Suyash Khabya
Production house: Rising Sun Films
Director: Anup Chitnis
Producer: Supriya Macwan
Media agency: Dentsu (Dx Cubic)
Campaign India

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