Ad Campaigns
Axis Mutual Fund encourages informed investing with #SochaSamjhaRisk campaign
Mumbai: Axis Mutual Fund, one among the leading fund houses in India is excited to announce the launch of its new dynamic and insightful advertising campaign, #SochaSamjhaRisk. It is a 360-degree campaign aimed at encouraging investors to understand individual risk appetites with the help of a risk profiler. The initiative also focuses on educating investors about riskometer to understand the fund risk and make informed investment decisions.
While most investors understand the importance of investing, they tend to get swayed easily by market noise. Unfortunately, everyday market fluctuations are treated as the benchmark for ‘Risk’, resulting in mutual funds being perceived as a ‘Risky’ investment avenue. This also paves way for several misconceptions amongst investors, primarily led by limited understanding of ‘risk’ and ‘tools to mitigate risk’. Therefore, #SochaSamjhaRisk is Axis Mutual Fund’s proactive step towards enhancing investor education and encouraging individuals to truly understand the risks associated with their investments.
Axis Mutual Fund MD & CEO B. Gopkumar stated, “Most investors perceive ‘Risk’ in the negative connotation and pay little heed to comprehending the real ‘Risk-Return’ trade off. As responsible investment managers, we believe investors must understand how ‘Risk’ influences their financial journey. Our latest initiative #SochaSamjhaRisk underscores the significance of well-thought-out investment decisions over impulsive, uninformed choices influenced by hearsay or market noise.”
All four videos focus on two key elements that are central to the campaign:
Riskometer: The first and second video focus on spreading awareness and educating investors about Riskometer as a key tool to understand fund risk. By familiarizing themselves with the Riskometer’s categories and aligning them with their comfort levels, goals, and investment durations, investors can make informed decisions and effectively manage risks to meet their financial goals.
Risk Profiler: The Risk Profiler is a tool to gauge one’s personal risk-taking appetite designed to help investors understand their unique risk-taking capacity by factoring in individual goals and financial objectives. Therefore, the third and fourth videos emphasize on encouraging investors to assess their risk appetite to make informed decisions.
Axis Mutual Fund SVP & head – marketing, digital & direct sales Boniface Noronha emphasized, “Axis Mutual Fund’s #SochaSamjhaRisk is a one of its-first kind of initiatives aimed at changing the dynamics of investor education by actively encouraging people to ‘understand and decode risk’. #SochaSamjhaRisk capitalizes on the core human insight of staying away from everything seemingly ‘Risky’ without truly understanding the ‘Risks’ involved. The four slice of life films capture everyday interactions to create a stronger resonance with the target audience.”
Recently, Axis Mutual Fund has introduced the risk profiler feature on its website to help investors assess their risk appetite and plan their investment journey accordingly. For this, individuals must answer a series of questions focusing on factors such as financial goals, time horizon, investment preferences, and risk aversion to understand their approach to different situations, basis which their risk appetite will be revealed.
Mirum India Pvt Ltd national creative director Naila Patel said, “While talking about risks is always tricky in mutual fund communication, this campaign gave us the opportunity to do just that – put the spotlight on risk, loud and clear! The genesis of this idea lies in the risks we take every day, the moment we step out of the comfort and safety of our homes. The big bad world can be risky, but we take the risk of navigating that big bad world because we’ve put some thought behind a risk, we’re willing to take – a #SochaSamjhaRisk. And that’s what we’re telling those who’re averse to investing in mutual funds; sure, there’s risk, but if you know how to interpret that risk with the risk profiler and risk-o-meter, there’s a story waiting to unfold – the story of you realizing your dreams.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
