As part of its latest investor education initiative, ICICI Prudential Mutual Fund has partnered with Disney Hotstar for the ongoing World Cup, which concludes on June 29, 2024. Hotstar is renowned for its extensive coverage of cricket matches, making this partnership an ideal opportunity for ICICI Prudential Mutual Fund to engage with a large audience of cricket enthusiasts and fans during live matches.
The insight behind the campaign is that many investors seek stability and predictability in their portfolios while aiming to avoid volatility. One effective strategy to achieve this is through maintaining a diversified portfolio. Multi-asset allocation funds (MAAF) play a crucial role in this strategy.
These funds mitigate the risks associated with investing in a single asset class by allowing investors to spread their investments across multiple asset classes, thereby enhancing diversification and managing volatility.
MAAF is an open-ended hybrid scheme that invests in at least three different asset classes. Commonly included assets in these funds are equity, debt, and commodities such as gold or silver. MAAF ensures that investors can benefit from the high growth prospects of equity while maintaining a balanced approach with stable assets like debt. Additionally, gold as an asset class offers a hedge against inflation.
The advertisement addresses the dilemma of confused investors overwhelmed by the abundance of investment information available. With the plethora of opinions and recommendations accessible, many investors find it challenging to determine where to invest their hard-earned money.
The advertisement resolves this by highlighting the 3-in-1 advantage of multi-asset allocation funds, which combine gold, equity, and debt to provide a comprehensive solution for the perplexed investor.
Abhijit Shah, Head of Marketing, Digital and Customer Experience, ICICI Prudential AMC, shared, “This campaign has simplicity at its core. By removing the complexity around the concept of multi-asset allocation funds and promoting the advantages of the diversification built into this type of product, we hope to not only raise awareness but also attract new investors to take advantage of it, particularly in these volatile market conditions. We wanted this campaign to convey the unique ability to invest across multiple asset classes while mitigating risk, and the results speak for themselves.”
The campaign will be distributed via digital and new-age platform—Disney Hotstar. Social media platforms like YouTube, Facebook, Twitter, etc. will also be used to reach a wider audience.
As this is an investor education campaign, ICICI Prudential Mutual Fund aims to reach the maximum number of people, especially those aged between 25 to 55 and older, and educate them on the “advantages of a 3-in-1 fund”.
