Mumbai: DSP BlackRock Investment Managers Pvt. Ltd, one of India’s premier asset management companies, announced the launch of #UnfixYourMoney- its new digital campaign to promote DSP BlackRock Money Manager Fund.
The campaign highlights the ‘fixed’ mindset that plagues many of us while making use of our hard earned money.
Through the #UnfixYourMoney campaign, DSP BlackRock aims to create awareness about an alternative solution: DSP BlackRock Money Manager Fund, which helps to avoid the pitfall of these traditional solutions and aims to gain from the advantages offered by a new age, contemporary solution. The campaign aims to urge people to unfix their thinking from only putting away their money in the fixed 4-6% of savings accountsor suffering from the fixed tenure of FDs while earning a chance to get better returns than both savings accounts as well as FDs.
Leading the campaign are three new videos that take the viewer over the evolution of savings from the time when people just put it away physically, to then moving on to saving it in a bank, to eventually realizing how smart it is to use a DSP BlackRock Money Manager Fund to manage their money in an effective manner.
The campaign has been conceptualized after the successful launch of the company’s new “instant redemption” service that allows investors to realize their redemption proceeds credited in the bank account in real time at any time of the day or year.
Aditi Kothari Desai, EVP and Head – Sales, Marketing &E-Business, DSP BlackRock said, “Change is always difficult, but it is essential for real progress. Most of us find it easy to stick to what we know and have experienced earlier, not realizing that the world is changing and there is almost always a better way to do things. We see this play out the most with the Indian preference for traditional savings instruments. But when there are new age solutions that can ‘fix’ this problem, why not ‘unfix’ your thinking and make the right move? Our DSP BlackRock Money Manager Fund is a great investment tool for those looking beyond traditional saving options as it not only offers the potential of better tax efficient returns, but with the instant redemption facility, goes a step further with its promise of instant withdrawal and access. So why keep your hard earned money idle? Make it work hard for you.”
Santosh Navlani, SVP – ebusiness, DSP Black Rock said, “Over last several years, the asset management industry has tried to convince retail investors to consider Mutual Funds for investing for short term horizons like a few days to a few months. However, the retail investors have always associated Mutual Funds with long term investing. Our endeavor through this campaign is to highlight the power of instant redemption and encourage investors to channelize their idle savings and emergency funds into DSP Black Rock Money Manager Fund. The idea is to present Money Manager Fund as a potential alternative over traditional savings instruments that in effect offer limited benefits by either providing a fixed interest rate through savings accounts or are fixed in terms of completion of tenure or penalty towards pre-mature withdrawal. We believe that the enhanced investor experience will serve to will bring in more number of new investors and hence help grow the industry”.
