Promoting index funds, Motilal Oswal AMC launches campaign

Asset management company, Motilal Oswal AMC has launched a campaign promoting index funds titled 'The Minimalist Investor'. The campaign provides a demonstration of how investing can be simplified and explains how index funds are simple and frugal and how they help create wealth in the long term so investors need not get confused with complex portfolios, the nitty-gritties of fund manager selection and also increased fund management costs.

The campaign is aimed to intrigue the new-age audience and therefore narrates through taglines that will engage viewers and provoke thoughts, like - 'Once you need less, you will have more,' 'the long-term peace of less surpasses the short-term thrill of more.’ Amongst others are 'Own less. Do more.’ The campaign touch points includes digital, email and WhatsApp.

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Ramnik Chhabra, executive director-marketing, Motilal Oswal Financial Services, said, “There is an innate similarity between index investing and the minimalism trend. Both rely on simplicity of choice, frugality in approach and are good for you over a period of time. This metaphor is what we decided to leverage to educate investors about the emerging index fund category in mutual funds.”

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