Axis MF explains why it is The Responsible Mutual Fund’

23 Aug,2018

By A Correspondent


Axis Mutual Fund has launched a new brand campaign – The Responsible Mutual Fund. It is based on the key Insight that investors know that mutual funds over longer term tend to give superior returns, compared to traditional instruments. Though investors are ready to experiment and invest in mutual funds, they are a little fearful.


Explaining the rationale for the brand campaign, Chandresh Nigam – MD & CEO, Axis Mutual Fund said:“The campaign features our brand philosophy, ‘To provide quality financial and investment solutions which help customers feel financially secure and feel confident of a brighter and prosperous future. With retail money pouring in the last few years, and expectations of high returns running wild, it was important to communicate our differentiated brand positioning of being The Responsible Fund House. Suffice to say, we have always followed an investment philosophy that puts a strong emphasis on risk management over fancy promises of unreal returns.”



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