HDFC Mutual Fund’s new ad inspires Indians to make one kisht at a time

HDFC Asset Management, investment manager to HDFC Mutual Fund (HDFC MF), one of India's mutual fund houses, has announced the launch of fresh communication under its flagship campaign, ‘Zindagi Ke Liye SIP'.

This is part of the investor education and awareness initiatives undertaken by the fund house. The campaign aims to address the concerns of hesitant investors by making them realise that they are already playing the role of investors in their life and highlights the importance of consistent, small investments through SIPs (Systematic Investment Plans).

The campaign draws a parallel between how each one of us is an investor by virtue of our daily acts of consistent effort, discipline, thinking long term—and SIPs. It tells the story of a family where each member shapes the life of a young girl by making emotional, practical, and aspirational investments in her. Whether it is the "kisht jazbaat ki" (instalment of emotions), "kisht sapno ke shuruwat ki" (instalment of dreams), or "kisht parishram ki" (instalments of hard work), the narrative showcases how these small, steady investments build a strong foundation for the future. Just as life’s meaningful moments come from consistent, long term actions, so does wealth creation through SIPs.

Speaking on the campaign launch, Navneet Munot, managing director and chief executive officer of HDFC Asset Management Company, said, “Life’s greatest rewards often come from the consistent, thoughtful investments we make in our relationships, dreams, and aspirations. Our investor education campaign, 'Zindagi Ke Liye SIP,' captures this essence beautifully, inspiring people to invest in their future just as they invest in life."

Oindrila Roy, managing director, Publicis India, said, “We always aim to simplify the idea of SIPs through emotional storytelling. With ‘Hum Sab Investors Hain’, we wanted to show that investing isn’t just about money; it is something we do every day through the choices we make for our loved ones and their future. This campaign strikes a balance between rational and emotional decision-making, while delivering a very simple and yet powerful message.”

Aman Mannan, national creative director, Publicis India, added, “Once we landed on the insight that it takes a village to bring up a child, the film told itself. This emotional story is about every person in a child’s life who does their bit to make the child’s dreams come true. Thus, establishing that a child is an investment and every person in her/his life is an investor.”

‘Zindagi Ke Liye SIP' seeks to simplify mutual fund investing by drawing a strong connection between real-life investments and financial planning. The campaign will run as a 360-degree multimedia initiative, leveraging digital, outdoor, print, and on-ground activations to engage diverse audiences across India, the company stated in a press release.

Through the new campaign, HDFC AMC aims to inspire and educate Indians to make consistent investments a lifelong habit—one kisht at a time, it added.

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