MAM
Sip happens as UTI urges India to invest one steady step at a time
MUMBAI: If dreams are built brick by brick, UTI Mutual Fund believes wealth is built sip by SIP quite literally. In a world where financial decisions often feel like a maze of jargon, risk charts, and headline-fuelled panic, the fund house has launched a new investor education campaign with a simple, almost cheeky nudge: ‘SIP karo, SIPizen bano.’
The film captures the quiet heroism of consistency people continuing their SIPs not just on good days, but on all days. Whether they are commuting, working late, celebrating, or simply getting through a hectic schedule, the message rings clear, SIPizens are those who invest with calm, not chaos, and turn disciplined habits into long-term confidence.
UTI Mutual Fund, MD and CEO designate Vetri Subramaniam underlined the philosophy behind the initiative. “The goal is to encourage more Indians to commit to systematic investments as a disciplined pathway to long-term financial wellbeing. Those who begin their SIP journey early and remain committed, without being distracted by noise, harness the quiet yet powerful effect of compounding most effectively.” Consistency, he noted, builds resilience, clarity and a strong foundation for big life milestones across market cycles.
Taking the story further Havas Creative India MD & chief creative officer Anupama Ramaswamy said the campaign shines a light on the simple truth that while everyone is chasing dreams, it is consistency not intensity that gets people closer to them. “SIPizens are individuals who invest step by step and build confidence one month at a time. This campaign is our way of showing that disciplined investing can turn small efforts into meaningful possibilities.”
The film goes live across Youtube, Instagram, Facebook, LinkedIn and X, ensuring visibility among both new and seasoned investors navigating their financial journeys.
In a financial landscape where shortcuts are tempting and volatility is loud, UTI’s message lands like a gentle, well-timed reminder, wealth rarely arrives in a sprint. It shows up in monthly instalments quiet, steady, and compounding in the background just like a committed SIPizen.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
