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Birla Sun Life Mutual Fund’s ‘Jaanoge Tabhi Toh Maanoge’ initiative highlights SIP as the new-age investment tool

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Birla Sun Life Mutual Fund’s ‘Jaanoge Tabhi Toh Maanoge’ initiative highlights SIP as the new-age investment tool

Jaanoge Tabhi Toh Maanoge (JTTM) the investor education initiative from Birla Sun Life Asset Management Company Limited, a part of Aditya Birla Financial Services Group, and investment manager for Birla Sun Life Mutual Fund (BSLMF), launched its newest TV commercial which breaks across national television today. Directed by Shimit Amin, the TVC is created by Taproot Denstu.

Ajay Kakar, Chief Marketing Officer - Financial Services, Aditya Birla Group, said “Over the years, Jaanoge Tabhi Toh Maanoge has proved to be one of the most potent platforms toaddress the need for investor awareness, which in turn has resulted in the under-penetration that we see in the Mutual Fund industry. JTTM is recognized and recalled greatly by the industry, channel and consumers. Our latest campaign offering is yet another extension of our commitment as a Group, at Aditya Birla Financial Services, to create self-realization among mass India about the benefits of making money work for them.”

Commenting on the choice of theme, Kakkar added, “Systematic Investment Plan (SIP) in equity mutual funds which presents investors the convenience of periodic savings, even in small amounts, offer better potential for wealth creation as compared to these traditional methods of saving. And so we called SIP in equity funds, the new age investment tool and made it the hero of our new campaign.”

A. Balasubramanian, Chief Executive Officer, Birla Sun Life Asset Management Company added,“Through our continued efforts, we wish to enable every household to participate in the stock markets through mutual funds. We strongly believe that SIPs are the answer to monthly household savings keeping in mind the periodicity of income of households. Participating in Equity Mutual Funds through SIP can help investors build large corpus over a period of time, as SIPs inculcate disciplined investing, allowing investors to benefit from the power of compounding while also averaging out the cost of investments.”

Speaking about the campaign Pallavi Chakravarti, Senior Creative Director, Taproot Dentsu said,“People today are more investment-savvy than they used to be. Trouble is, they often pick tools that aren't optimal, which won't give them what they want, in the time they want it in. To educate people about the benefits of investing in equity mutual funds through SIPs, we drew an analogy between real life and mutual funds. The message is a simple one: Just getting the ball rolling isn't enough. It needs the right push to reach its destination in time.”

You can watch the TVC here:


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