By A Correspondent

Kotak Mutual Fund has launched a conversational Voice Bot – Mr. SIP, which will address queries related to Systematic Investment Plan (SIPs).

Said Nilesh Shah, MD & CEO, Kotak Mahindra Asset Management Company said: “There is a large population wary of investing in mutual funds as they don’t have easy access to clear their doubts. Our Mr. SIP uses technology to answer all investor queries so we can reach Kona Kona of India, as we believe SIP is one of the best ways to safeguard investments from market volatility over a long period of time”.

Added Kinjal Shah, Head – Digital Business & Marketing at Kotak Mahindra Asset Management Company: “We have taken a new approach with the TVC, where we have personified the voice bot as Mr. SIP, who demystifies the myths related to Systematic Investment Plans. Even our social media route breaks the norms of traditional BFSI communication by using ‘cricket’ anecdotes to explain queries related to SIP in a simple manner.”

Hyper Connect Asia, the agency of record, has conceived this integrated campaign. Said Kiran Khadke, CCO & Co-founder, Hyper Connect: “We were tasked to break the clutter in Investor Education communication and become synonymous with SIP. The idea stemmed from our research that showed consumers are still not clear on the many benefits of SIPs. Thus, we brought Mr. SIP to life – a go to ‘person’ for anything and everything on Mutual Fund. The integrated campaign is also supported by a web portal that empowers fence-sitters with interactive calculator, blogs and all the information they are looking on SIPs.”