Sundaram Mutual launches digital-first NFO - Sundaram Bluechip Fund

The brand has launched a digital-first campaign for the same

e4m by exchange4media Staff
Updated: Sep 30, 2020 12:07 PM

(The below article is an advertorial.)

Sundaram Mutual has announced the launch of its new open-ended equity scheme, Sundaram Bluechip Fund. This New Fund Offer (NFO) is an open-ended equity scheme predominantly investing in large cap blue chip stocks. It opened for subscription on September 17, 2020 and closes on October 1, 2020.

To illustrate this new equity scheme, Sundaram Mutual has launched a digital-first campaign which takes a creative approach of showing a Sumo wrestler. The idea behind choosing a sumo wrestler is that the fund is a large cap one and the fund represents strength, size and agility just like a sumo wrestler himself. To lead up to the campaign, the brand put out a few teasers with the hashtag #SomethingBigIsComing for followers to expect a Sumo sized surprise from Sundaram Mutual. The campaign took off on the 17th of September across multiple channels including Facebook, Instagram, Twitter, LinkedIn and YouTube. The idea was loud and clear - #SizeMatters.

Additionally, to tap into the IPL season Sundaram has also created a video leveraging the cricket aspect of this fund. Tapping into the fact that big hits are required to win the large games and the size aspect always matters. In a similar way one would need a large scale fund in their portfolio because Size Matters! Sundaram Mutual also leveraged various formats to make the users aware about the information and USPs of the fund through Live webinars, videos, informative posts on social, Live Q&A sessions, Engagement stories and posts, etc.

Sundaram Mutual has created a wide range of digital enablers to help its distribution partners mobilize investments in a completely frictionless manner. Transactions can be initiated by distributors through the brand’s Distributor Initiated Platform (DIT) and executed upon investor authorization. They can also share a link hard-coded with their distribution details for investors to transact. Distributors also received co-branded collaterals - creatives, product notes, videos and more to aid with selling efforts.

Investments can also be made via the website through a very simple three-step process. In addition, Sundaram Mutual has now launched a paperless eNACH (electronic mandate) feature to enable investors to seamlessly set up SIPs online. Their digital-first approach also encourages users to invest through various online platforms like PayTM Money, Groww, 5Paisa, Sqrrl, Kuvera, and more through an easy “one click to invest” process.

Commenting on the launch of Sundaram Bluechip Fund, Sunil Subramaniam, Managing Director, Sundaram Mutual said, “Bluechips are quality companies that are usually large and exhibit the stability and agility to perform across market cycles. They are usually well-known, established industry leaders with strong processes and clear competitive advantages. The challenging economic circumstances caused by the COVID-19 Pandemic has heightened the importance of reducing the volatility in an equity investor’s portfolio without giving up the prospect of inflation-beating returns. A Bluechip Large Cap offering is ideally suited to meet this requirement.

Long-term growth prospects for India look quite positive in the context of our Demographic Dividend and the business opportunities from an ageing China. Foreign Institutional Investors are expected to continue investing in our markets thus imparting stability to the Large Cap space.”

Also commenting on the launch on the Sundaram Bluechip Fund Suniel Chawla, Co-founder of Social Beat said: “Excited to continue partnering with Sundaram Mutual in their digital-first NFO for the Sundaram Bluechip Fund. With many prospective investors spending a significant part of their time online, the campaign has been tailored to reach different investor segments and help them make the right investment decision. The campaign Size Matters has resonated very well with investors and we are delighted with the response.”

Stock selection will be based on a three-pronged framework of Quality – of Management, of Business model and of Financials. Portfolio construction will be a blend of bottom-up stock picking with top-down selection based on sectoral and macro trends. The fund can invest up to 20% of assets in midcaps.

Sundaram Bluechip Fund will be managed by Rahul Baijal – Senior Fund Manager – Equity and S. Krishnakumar, CIO - Equity. The benchmark chosen is the Nifty 100 TRI Index.

About Sundaram Asset Management Company:
Sundaram Asset Management Company, a significant player in the fund management space along with its subsidiaries, has assets under management of about INR 36,657 crores as on August 31, 2020. The brand has a strong retail focus with over 1.1 million active investors and 90 branches across the country. Sundaram Asset Management Company has a bouquet of sixteen equity and eleven fixed-income funds catering to diverse investor preferences.

For more information on Sundaram Mutual Fund and its products, please visit

Fund Synopsis:

Scheme Name Sundaram Bluechip Fund

Scheme Type An open-ended equity scheme predominantly investing in large cap stocks

Investment Objective The investment objective of the scheme is to generate capital appreciation by investing in large cap stocks.

Asset Allocation:
Type of Instruments Minimum Maximum Risk Profile
Equity & Equity related securities of large cap stocks 80% 100% High
Other Equity 0% 20% High
Investment in overseas securities / ADR’s / GDR’s 0% 20% High
Fixed Income, money market Instruments and Government Securities, cash and cash Equivalents
Low to Medium
Units issued by REITs / InvITs 0% 10% Medium to High

Benchmark: Nifty 100 TRI Index
Fund Managers: Rahul Baijal, S. Krishnakumar, (Equity), Dwijendra Srivastava (Fixed Income), Rohit Seksaria (Overseas securities)
Minimum Application Amount: For both Regular and Direct Plan: Rs.100/- and multiples of Re.1/- thereafter per application.
SIP: Rs.100/- (Monthly) Rs.750/-(Quarterly) Rs.1000/- (Weekly).
Load Structure
Entry Load: N/A
Exit Load: For redemption/switch out within 12 months from the date of allotment: 1% For redemption/switch out on or after 12 months from the date of allotment: Nil
New Fund Offer Period: The Scheme will open for subscription on 17/09/2020 and close on 01/10/2020.

Sundaram Bluechip Fund is suitable for investors who are seeking*
● Capital appreciation over medium to long term.
● Investment in equity and equity-related securities of large cap companies
*Investors should consult their financial advisors if in doubt about whether the product is suitable for them

Mutual fund investments are subject to market risks, read all scheme related documents carefully.

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