MAM
Publicis India helps HDFC MF boost investor confidence
Mumbai: Publicis Worldwide India, part of Publicis Groupe India, has conceptualised an exciting ad film, ‘Seekh,’ for HDFC Mutual Fund. This film is an extension of the highly successful ‘Zindagi Ke Liye SIP’ campaign launched last year and highlights the ease of investing in mutual funds through a Systematic Investment Plan (SIP).
The film aims to forge a strong emotional connection with first-time investors, emphasizing that investing in mutual funds through SIP is as simple and familiar as our daily lives, contrary to how consumers perceive it.
The new film depicts a father imparting a valuable life lesson to his son. Through this narrative, the brand wants investors to know that success comes to those who start early and think long-term – a life truth that SIP mirrors.
Speaking about the film, Publicis Worldwide India managing director Oindrila Roy said, “At Publicis Worldwide India, we help brands engage their audiences by leveraging powerful human insights. Zindagi Ke Liye SIP is a perfect example of a campaign that is based on a powerful cultural insight that unlocks category growth for mutual funds. Through a series of heart-warming and relatable stories, we want to showcase how SIP can make mutual fund investing rewarding.”
“We, as a society, believe that starting something early is very important and a prerequisite for success. It’s a principle that’s equally true for SIP. This observation forms the premise of our second film for the campaign ‘Zindagi Ke Liye SIP’. The film tells a simple yet poignant story of vulnerability and honesty. The film is authentic and relatable. And like always we have tried to keep the narrative honest,” added Publicis Worldwide India executive creative directors at Srijan Shukla and Pratheeb Ravi.
The campaign is crafted to resonate with diverse audiences across the country, highlighting similarities between life and a successful SIP investment. The film will be aired on TV and digital platforms, targeting a wide audience of young investors.
Brands
Primus Partners appoints Akasa Air co-founder Neelu Khatri as independent director
Veteran aviation and defence professional joins as independent director
NEW DELHI: Primus Partners has appointed Neelu Khatri, a founding member of Akasa Air, as an independent director, strengthening the consulting firm’s board as it prepares for its next phase of growth.
Khatri brings more than three decades of experience across defence, aviation, aerospace technology and consulting. She was part of the core team that helped build Akasa Air from concept to launch, contributing to what has been widely described as one of the fastest airline scale ups in recent aviation history.
At Primus Partners, she will provide strategic guidance on corporate governance and help steer the firm’s long term growth plans. Her experience of building a start up into a full scale organisation is expected to support the consulting firm as it expands its footprint.
Primus Partners co-founder and chairperson Davinder Sandhu, said the appointment brings valuable expertise to the board. “Neelu’s journey across defence, aviation and consulting brings a rare blend of operational insight and strategic thinking. Her experience in rapidly scaling Akasa Air will be invaluable as we continue to grow while maintaining a strong focus on corporate governance,” he said.
Primus Partners, an India headquartered management consulting and solutions firm, has emphasised governance and board oversight since its early days. The company has also taken an unconventional approach by inviting its Gen Z employees to attend board meetings so that younger perspectives can contribute to discussions.
Speaking on her appointment, Khatri said the consulting sector is entering a transformative period shaped by emerging technologies. “The industry is evolving rapidly with the rise of AI. This is an exciting moment for an Indian origin consulting firm like Primus Partners to expand its product offerings and strengthen its presence globally,” she said.
She added that as the firm pursues ambitious expansion plans, her focus will be on ensuring strong governance frameworks and effective risk management as the organisation scales.
