Mutual concern

The best lessons we learn are the ones we imbibe as children,” says Bobby Pawar, chief creative officer, Publicis Worldwide South Asia. That is exactly the point of the series of investor education commercials that the agency has produced for HDFC Mutual Fund. This is the first time that the mutual fund has spoken about investor education through a TV commercial. 

The series stars a little girl, who through her own life experiences teaches the audience simple rules of investing in mutual funds. Whether it is about patience with the investment or starting out early, the simple stories have just the basic advice that a new investor hears often. Says Pawar, “In India, 2-3% of people with a decent disposable income invest in mutual funds while the others just put them aside in banks or insurance investments. HDFC Mutual Fund, through this campaign, is trying to educate people and encourage them to invest.” 

That said, Pawar doesn’t think it will translate to immediate investment, “There is a long way to go before someone makes the decision to invest in mutual funds. On-ground activity and personal advice would only add to any advertising. But, the point is to ensure that we simplify a process that is complex in the minds of the viewers and make it more accessible and approachable to them.” Now, did someone say investing is not child's play?