Kotak Mutual Fund launches ‘Jo Samjhega, Wo hi Paaega’ campaign

17 Mar,2016

By A Correspondent


Kotak Mahindra Asset Management Company (KMAMC) has launched its new campaign ‘Jo Samjhega, Wo hi Payega’ to urge Indians to start investing in Mutual Funds as a prudent fiscal practice.


Under its investor education initiative, KMAMC aims to reach out to working professionals who have sufficient disposable income, but are apprehensive about market cycles and its pitfalls. Through this educative campaign, Kotak Mutual Fund addresses risk-averse investors’ common misconceptions about mutual fund investments. The campaign aims to instill confidence in investors’ minds in mutual funds in general, and SIPs in particular as the simplest way to invest, while looking to inculcate a consistent and disciplined approach to investments.


Kaiyomurz Daver, Vice President – Marketing, Kotak Mutual Fund said, “Research suggests that despite rapid growth, mutual fund penetration in India is still low compared to global peers, due to low financial literacy about the category and ill-informed perceptions surrounding mutual fund investments. The objective of the campaign is to create awareness about benefits of mutual funds and increase participation of the retail investor in equity markets. “Jo Samjhega, Wo hi Payega” highlights how SIP enables disciplined investments, even in small amounts, assisting in wealth creation over time.”


Rahul Jauhari, Chief Creative Director, Everest Brand Solutions said, “Most people don’t understand the nuances of personal finance so well. Most people listen to voices of authority in their lives. So we put the two things together – and landed on a simple way of explaining the benefits of doing an SIP. The cast has been kept close to real and the pitch of the films has been kept believable.”.


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