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Axis Mutual Fund shows its responsible side in new campaign

Conceptualised by The Womb, the new campaign reinforces that even amid market uncertainty and volatility, the fund house is equipped to secure hard-earned money of investors

Click on the image to watch the TVC.

Axis Mutual Fund has come up with a new campaign ‘the responsible mutual fund’, symbolising the evolution of the brand. It plays the role of a credible and responsible asset management company, which understands that the investors need comfort and confidence that their hard earned money is in safe hands and would be managed with utmost care.

The Womb conceptualised the campaign to unearth the core of the fund house after a long strategic exercise.

The film portrays how Bijoy da, the experienced jungle tourist guide, accompanies a family into the wild, which is full of threats owing to the possible presence of man-eating tigers that have a tendency to attack from the behind. He is aware of the dangers and hazards while having pleasant ride in the forests.

Bijoy da knows how this risk is to be managed as we see each family member donning human masks at the back of the head, as he knows tigers never attack looking into the eyes and hence the possibility of tigers attacking is nullified. Axis Mutual Fund too, like Bijoy da, is fully equipped to understand the risks and manage them.

Chandresh Nigam

Chandresh Nigam, MD and CEO, Axis Mutual Fund, said, “The campaign features our brand philosophy, “To provide quality financial and investment solutions’ which help customers feel financially secure and feel confident of a brighter and prosperous future. With retail money pouring in, in the last few years, and expectations of high returns running wild, it was important to communicate our differentiated brand positioning of being a responsible fund house. Suffice to say, we have always followed an investment philosophy that puts a strong emphasis on risk management over fancy promises of unreal returns.”

Rohan Padhye

Rohan Padhye, Marketing and VP, Axis Mutual Fund, said, “The mutual fund industry is growing at a rapid pace and as a business, we are seeing healthy growth. While AMFI (Association of Mutual Funds in India) is doing a stellar job in creating awareness and relevance for our category, our task at Axis MF is to build preference and consideration for the brand. The responsibility plank is competitively distinctive, relevant to the consumer and true to us given the way we have been managing money.’’

Navin Talreja

Navin Talreja, Founder, The Womb, said, “This was one of the more complex ones to pull off. When you have a large organisation with many valid points of view, and more than one right way to go forward, you need skill, patience and integrity to get alignment. We are proud that the entire top management team rallied behind this thought. It is an attitudinal and behavioural commitment that the brand is now making to the wider world. It puts pressure, but a good kind of pressure.”

Suyash Khabya, Creative Partner, The Womb, said, “We always try and get away from the category codes of communication, and it’s no different in our new work for Axis Mutual Fund. Using the jungle as a metaphor for the stock market, we have strung together a series of mini-metaphors.”

The Campaign:


Client: Axis Mutual Fund

Agency: The Womb

Founders: Kawal Shoor and Navin Talreja

Creative: Suyash Khabya

Planning: Anakshi Dev, Nakul Jayadevan, Rohit Sharma

Account Management: Heval Patel and Dhrupad Gokani

Vice-President, Marketing: Rohan Padhye:

Production: Chrome Pictures

Director: Amit Sharma

Producer: Poonam Wahi

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