Mumbai : Reliance Mutual Fund, celebrated an often-ignored aspect of today’s woman; in partnership with their digital partner, DViO Digital- an integrated agency with a digital first approach.
RMF wanted to recognize and pay tribute to the increasing awareness and incidence of investing among women, given that many empowered women investors are leading from the front these days and aren’t deterred by anything that blocks their path. The best way to do this, the teams thought, was to get country’s leading Women Financial Advisors to share the success stories of some of the committed women investors they advised; and also share their experiences and wisdom on what is keeping other women away from taking charge of their financial destiny.
With it’s execution, DViO’s goal was to both generate and sustain strong interest in this theme going deep into the ‘women’s day week’ and build anticipation for the live webcast of the mega-panel discussion, and also to reach this important knowledge to as many women as possible.
A social-digital campaign was carefully planned that started with individual success stories narrated by leading advisors across the country and culminated into a Facebook, Twitter and YouTube Live session with a six of country’s leading female Financial Advisors. This campaign was visible, especially to women, across all social media tools and platforms (Facebook, Instagram, Twitter, LinkedIn and YouTube) The high point of the campaign was a very engaging live panel discussion wherein the women experts shared valuable tips for women across all age-groups and life-stages to plan their financial independence.
They also released the Constitution of Investing version 2.0; that included a special section on financial planning for women! The panel constituted of Mona Fakhi, Meenakshi Sikchi, Kavitha Jayaram, Ritu Mathur, Alka Karnani and Jennifer Mendes
The key message was that investing is not tough, it is definitely not something that women can’t fathom, there are many examples of women getting it as well as their male counterparts and if at all; an aware financially aware woman makes a better long-term investor because of their patience and focus.
Sowmya Iyer, CEO, DViO Digital commented on the campaign “It was refreshing to work on a potent campaign like this one, which not just celebrated the early adapters but also bubbled up clear advice for the aware women so that they could take their first step toward financial independence. What particularly satisfies about this campaign is that we actually targeted and reached potential women investors and gave them actionable investment advice from country’s best advisors”.
Sandeep Walunj, CMO, Reliance Nippon Life Asset Management, said “Women, typically, have been discouraged – many times due to their own mind-blocks- from ‘interfering’ in financial matters and family’s investing decisions. This campaign proved that there are many inspiring success stories of women getting it very right and as the experts would readily agree- it is just a matter of getting started and getting better as you go along. Besides, with the changing socio-economic and cultural environment, it is imperative for today’s modern woman to take charge of her financial future for her all-round and sustainable success.”