ICICI Prudential Mutual Fund's ETF enables effortless stock investments

ICICI Prudential Mutual Fund has rolled out a campaign titled 'ab stocks main invest karna ETF hai, matlab easy hai' (now it's ETF to invest in stocks, meaning it's easy) to highlight its exchange-traded fund (ETF) investor education program. 

Conceptualised by Lowe Lintas, the film takes metaphors from a daily day at an office and describes the seamless nature of investing through ETF. The film features two co-workers. One of the protagonists continuously uses the term ETF for instances going well or forecasted to be effortless. However, the uninformed co-worker is left jaded with the term ETF. Finally, as the ETF misinformant is lost in translation, the ETF acquainted co-worker explains that this ICICI program tracks stock markets and helps in garnering profitable returns. 

Abhijit Shah, head - marketing, digital and customer experience, ICICI Prudential AMC, said, "Our campaign, aims to educate investors about how ETF is a very simple way to invest in the stock market and how with ETFs, investors can aim to grow wealth through exposure to entire stock markets or specific segments of the market." 

Shah added, "As a part of our investor education initiative, this campaign helps spread the message about the ease of investing through ETF. It combines the features and potential benefits of stocks and mutual funds, or even bonds. By investing in ETF, one can get market-linked returns with no additional stress of security selection or market timing. Just like stocks, ETFs are listed on stock exchanges and can be traded (bought or sold) at any time during market hours through a Demat account. Furthermore, it is one of the cheapest ways to take exposure to equities. One can carry out the buy/sell activity even through a mobile phone. Thus, even for a first-time investor, ETF packs a punch by way of providing diversified exposure to equities in a low-cost, convenient, and relatively low-risk manner, when compared to direct investing."