MAM
Kotak Mutual Fund launches new ad campaign that brings SIP to life
MUMBAI: Kotak Mahindra Asset Management Company (Kotak Mutual Fund) becomes the first fund house in the industry to launch a conversational Voice Bot – Mr. SIP, which will address queries related to Systematic Investment Plan (SIPs).
Kotak Mahindra Asset Management Company MD and CEO Nilesh Shah said, “There is a large population wary of investing in mutual funds as they don’t have easy access to clear their doubts. Our Mr. SIP uses cutting-edge technology to answers all investor queries so we can reach Kona Kona of India, as we believe SIP is one of the best ways to safeguard investments from market volatility over a long period of time”.
Kotak Mutual Fund will roll out pan-India marketing campaign spanning digital, radio, print, OOH, Television and other advertising & marketing mediums to introduce Mr. SIP to Indian consumers.
Kotak Mahindra Asset Management Company head digital business and marketing Kinjal Shah said, “We have taken a new approach with the television commercial (TVC), where we have personified the voice bot as Mr. SIP, who demystifies the myths related to Systematic Investment Plans. Even our social media route breaks the norms of traditional BFSI communication by using ‘cricket’ anecdotes to explain queries related to SIP in a simple manner.”
Hyper Connect Asia, the agency of record has conceived this integrated campaign.
Hyper Connect Asia CCO and co-founder Kiran Khadke commented, “We were tasked to break the clutter in Investor Education communication and become synonymous with SIP. The idea stemmed from our research that showed consumers are still not clear on the many benefits of SIPs. Thus, we brought Mr. SIP to life – a go-to ‘person’ for anything & everything on Mutual Fund. The integrated campaign is also supported by a web portal that empowers fence-sitters with an interactive calculator, blogs and all the information they are looking on SIPs.”
The self-learning, non-biased Voice Bot will constantly upgrade itself based on the queries it receives, which enables Mr. SIP to provide optimal answers to investors. Presently, Mr. SIP will be available on kotakmf.com.
Brands
Safex Group appoints Richa Malhotra as group chief financial officer
Former Standard Chartered executive to steer finance
NEW DELHI: Safex Chemicals has appointed Richa Malhotra as group chief financial officer, strengthening its leadership team as the company prepares for the next phase of expansion in specialty chemicals and global agrochemicals.
In her new role, Malhotra will lead the group’s financial strategy, capital architecture and governance framework as Safex scales operations across multiple verticals including branded formulations, specialty chemicals and contract manufacturing.
A chartered accountant and graduate of Shri Ram College of Commerce, University of Delhi, Malhotra brings more than two decades of experience in business finance, strategic planning, corporate banking and client management.
Before joining Safex, she served as executive director, financial markets at Standard Chartered, where she led teams across India and Sri Lanka and worked closely with large corporates, global subsidiaries and commercial banking clients. Her expertise includes capital structuring, treasury operations, risk management and financial markets led financing solutions.
Safex Group promoter director and joint managing director Piyush Jindal, said the appointment comes at a pivotal time for the company. “Safex stands at an inflection point as we build an integrated platform across branded formulations, specialty chemicals and contract manufacturing. Richa’s experience across global financial institutions will strengthen our financial discipline and help unlock value across the group,” he said.
Malhotra said she was looking forward to contributing to the company’s next chapter of growth. “Safex has built a strong reputation over 35 years with its focus on integrity, innovation and agricultural insight. I am excited to be part of the organisation as it expands its footprint in India and global markets,” she said.
The appointment comes as Safex continues to strengthen its financial foundations and scale operations internationally, positioning itself for future growth milestones.
