ICICI Prudential MF urges India to not stop investing during the lockdown

ICICI Prudential Mutual Fund has rolled out an investor awareness and education initiative during the lockdown.

 

Conceputalised by Hotstuff, it shows how people have modified their lives during the lockdown. It shows a doctor taking to the internet to spread safety tips, a local kirana store owner operating online, a yoga instructor running classes online, and an other corporate running meetings on video call. The message is that just like we haven't stopped lives during the lockdown, investments should also continue.   

 

The film is an extension of the ‘kuch smart kar, SIP start kar’ campaign that was launched in 2019. 

 

Abhijit Shah, head - marketing, digital and customer experience, ICICI Prudential AMC, said, “There is a large shift in how we are managing our lives without stepping out in current times, by embracing smarter ways of doing things. Digital has emerged as the new normal and an efficient way forward for most of our activities including managing personal finance. With the help of various tools available through mobile applications and websites, one can easily learn, understand and assess the benefits of a systematic investment plan to fulfill various financial goals."

 

He added, "Through this communication, our endeavour is to highlight the benefits of digital investing and SIP as the preferred investment route in volatile market conditions. Hence we believe it is important to start and continue a smart habit like SIP, especially when it can be done conveniently through digital solutions.”