IDFC Mutual Fund unveils new campaign asking savers to become investors

IDFC Mutual Fund announced the launch of its latest pan-India investor awareness campaign #PaisonKoRokoMat, nudging savers to become investors. With this new campaign, IDFC Mutual Fund aims to shift the conversation regarding wealth creation from the traditional to the contemporary.

“While India has an enviable savings culture, a large portion of our savings is still sitting idle in traditional investment vehicles. Many a times, savings stuck in such vehicles are not equipped to generate a corpus that can last a lifetime. With rising aspirations and standards of living, there is an opportunity for savers to upgrade their investment choices," Vishal Kapoor, CEO – IDFC Asset Management Company Limited (AMC) said.

Kapoor added that, "Our latest campaign #PaisonKoRokoMat deploys unique characterisation and an innovative storyboard to urge savers to overcome their inertia, and explore the smart and modern mutual fund vehicle for their investments.”


“The central thought of the campaign #PaisonKoRokoMat draws inspiration from our lives where inertia is an impediment to our growth and sometimes reflects in the way we allocate our money. What we are trying to bring out through the campaign is a subtle yet strong message of looking beyond the traditional ways of growing your money and using your goals to allocate your money across asset classes and investment solutions,” said Gaurab Parija, Head – Sales & Marketing, IDFC AMC.

Established in 2000, IDFC AMC is one of India’s Top 10 asset managers with over Rs 1,20,000 crore in AUM at the end of November 2020, across 55 Mutual Fund schemes.