Canara Robeco Asset Management Company Limited, India’s second oldest mutual fund company, has launched the campaign ‘#BackToSIP’ to promote disciplined and consistent investing through Systematic Investment Plan SIP. What exactly is this campaign and what can it do? Let’s know in detail.
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Encouraged to restart SIP
The campaign is primarily focused on encouraging investors to resume their discontinued SIPs, which will help them realize their dreams. The campaign ‘#BackToSIP’ is based on a simple but important idea, that when a SIP stops, so do the dreams associated with it and when the SIP starts again, the dreams start their journey again. The campaign highlights the role of consistency and discipline in long-term financial planning.
What is the objective of the campaign?
The campaign aims to relate SIPs to commonly understood aspirations such as owning a home, planning children’s education, buying a car, planning future travel plans and other lifestyle choices, in a way that investors can easily understand and relate to.
The campaign is planned to reach individuals through various mediums including WhatsApp, social media, emailers and performance marketing campaigns.
The market volatility should not stop the dream
The message in this ad metaphorically shows that when investment in SIP stops, progress towards dreams can also stop and when SIP starts again, the journey continues. The ad visually presents the stopping and then resuming of SIP by showing the reappearance of paused celebrations or joyful moments. The main objective behind this campaign is to inculcate the habit of long-term and consistent investment regardless of the ups and downs of the stock market. The market may be volatile, but dreams should not stop.
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