Mumbai: PGIM India Asset Management has unveiled its new digital-first investor awareness campaign, “SIP Kar Befikar”, aimed at encouraging disciplined investing through Systematic Investment Plans (SIPs). The initiative seeks to inspire retail investors to achieve financial confidence and long-term wealth creation without worrying about market timing.
At its core, the campaign positions SIPs as a simple, consistent way for individuals to move closer to their financial goals, reinforcing the notion that disciplined investing can be stress-free.
Abhishek Tiwari, CEO, PGIM India Asset Management, said, “At PGIM India, we believe that disciplined investing is the key to unlocking long-term financial security. With ‘SIP Kar Befikar,’ we are inspiring investors across India to embrace a stress-free approach to wealth creation. Our campaign is designed to empower every individual, whether a young professional or a seasoned planner, to take confident steps towards their financial goals with ease and assurance.”
Anoop Gulati, Head – Marketing, PGIM India AMC, added, “Every dream whether it’s owning a home, funding a child’s education, or building a comfortable retirement deserves a disciplined plan. Through this initiative, we aim to inspire more Indians to start early, stay consistent, and experience the power of long-term wealth creation. Through the rhythm, we’re speaking the language of the youth blending beats with financial wisdom.”
The campaign features a dedicated interactive hub accessible at www.pgimindia.com/mutual-funds/sip-kar-befikar, where users can explore SIP benefits, access tools like the SIP calculator, and convert financial aspirations into actionable investment strategies.
SIP Kar Befikar primarily targets digitally active urban investors across India, including young professionals (Gen Z & Millennials), working couples planning shared goals, mid-life planners preparing for early retirement or long-term security, and solo freelancers balancing freedom with structured financial planning.
To maximize engagement, the campaign leverages a multi-platform strategy encompassing social, digital, and offline channels, including interactive videos, retargeting campaigns, and out-of-home activations.
Watch the official rap anthem here:
