Kotak Mahindra Mutual Fund goes automatic

Kotak Mahindra Mutual Fund has rolled out a campaign titled ‘go automatic with balanced advantage funds’ to spread awareness on the ease of investing in mutual funds through digital platforms. 

 

Conceptualised by Hyper Connect Asia, the musical film opens up with the lyric ‘go automatic’ and a man using Kotak Mahindra’s automatic feature for his balanced advantage funds on his mobile device. The film continues with the 'go automatic' jingle showcasing people from various walks of life who have chosen balanced advantage funds as an investment option and the ease they have in proceeding with the process. 

 

Kinjal Shah, head – digital business and marketing, Kotak Mahindra Asset Management, said, “While there are different types of investors, we observed that there were many common questions like - when to invest? how to invest? where to invest? what to do with existing investments when markets are moving up and down? This is how we thought of introducing them to a mutual fund scheme category called ‘balanced advantage funds’, as these funds give investors  freedom from managing their investment portfolios manually, by dynamically adjusting to market  volatility, which can keep them tension free from the ups and downs of the market.” 

 

Shah added, “We wanted to use a tagline that investors can easily connect with. Considering the present times where people are surrounded by automatic devices, and prefer automated solutions, coupled with the fact that adjusting allocations as per the market cycle and going automatic is the main feature of balanced advantage funds, we thought the tagline ‘go automatic’ will resonate with them.” 

 

Kiran Khadke, CCO and co-founder, Hyper Connect Asia, said, “Campaigns centred around a jingle have always worked well in the FMCG advertising space,  while this is not common in the mutual fund industry. This campaign’s core task was to create a  simple, easy to understand and memorable investor education and awareness communication that  sticks instantly with people.” 

 

The film is rolled out on TV, print, outdoor, digital media, OTT platforms and social networks.