By A Correspondent

Axis Mutual Fund has found The Womb to grow in the fast-growing mutual funds space. The Womb, which bagged some accolades at Campaign India’s awards last evening, will work on Axis MF’s strategic direction as well as on its creative expressions.

Rohan Padhye

Said Rohan Padhye, Vice President – Marketing Communication & Digital Marketing: “The mutual fund category is witnessing inevitable growth. In the context of changing consumer preferences and market dynamics, we wanted a strategic firm to be associated with us.

Navin Talreja

Said Navin Talreja, Co-Founder, The Womb: “I have done CMO duties at a bank before, and this gets me back into the business of money. So I am excited. We have to, as a team, up Axis MF’s mindshare and business in the extremely competitive mutual funds category. The brand teams at Axis MF, and the agency team are raring to go. Our mandate is deep and wide – to define the Axis MF brand’s core within the ambit of the overall Axis brand, create its own unique positioning, as well as integrate communications across the wide set of stake-holders they address.”

Kawal Shoor

Commenting on the win, Kawal Shoor, Co-founder, The Womb said: “Clearly, as returns from other traditional asset classes like real estate, gold and fixed deposits climb down to realistic levels, mutual funds will inevitably become a strong alternative to invest in. It has already started happening, and the timing of the start of The Womb’s association with Axis MF couldn’t be better. We will aim to garner for Axis MF a disproportionate share of investible assets from the progressive Indian families, by garnering a disproportionate share of attention and relevance for Axis MF thru’ our communications.”