PGIM India Mutual Fund has launched a two-minute stand-up satire film that aims at encouraging people to start planning and saving for their retirement. The brand feels that saving is the need of the hour especially due to the uncertainties brought about by Covid-19.
This followed a set of six animation films focused at India’s youth, which looked to instil an appreciation among them towards the need to save and plan for their future. The act will not only help towards financial freedom but also mitigate the anxiety surrounding it. The stand-up film, too, addresses the dangers of not planning early. The campaign has been conceptualised by Rediffusion Brand Solutions.
To address this, PGIM India Mutual Fund realised that younger people needed to be alerted to the need for planning and financial freedom early.
Sakshi Dalela, head – marketing and communications, PGIM India Mutual Fund said, “We observed that among youth, retirement often feels so distant and old world that they don't plan for it at all. Today's lifestyle, where celebration of the individual is a powerful narrative - to live carefree, to enjoy the one life we have, to live like there is no tomorrow - could lead to trouble later because there is a tomorrow. The film tackles this dilemma head-on through the story of a character who is cheered for living worry-free, until we see the pitfalls that await the character. The earlier one starts planning for retirement, the better. Which is why, this film is deliberately designed to appeal to - and awaken, in a sense - the young."
She added, “As global financial advisors, we realised that retirement as a space has not been given due importance in India. People are cognizant of the need for a retirement corpus, but don’t seem to take the necessary steps to transition to retirement. We felt it’s necessary to make people aware of this discrepancy with clear, insight-based and research-backed facts, told well. We hope our films will help in putting retirement planning and achieving financial freedom on everyone's radar."