HSBC Mutual Fund’s latest investor education initiative, #RetireToMore, offers a refreshing and much-needed shift in the narrative around retirement. Rather than viewing it as the end of one’s professional journey, the campaign encourages Indians to see retirement as a new beginning — one filled with life, passion, and freedom. Grounded in insights from the HSBC Quality of Life report, the campaign reveals a stark gap in retirement preparedness: nearly 4 in 10 affluent individuals feel unprepared for retirement, even though 8 in 10 are aware of what is required. With 58% of respondents planning to work post-retirement — often out of financial necessity rather than choice — and the average retirement savings needed in India hovering around USD 0.39 million, the campaign underscores the urgency of early financial planning.
To address this, HSBC Mutual Fund has launched #RetireToMore, a 360° campaign that positions Systematic Investment Plans (SIPs) as a simple yet powerful tool to build long-term wealth and ensure financial independence post-retirement. At the heart of the campaign are three short digital films, each themed around one of the campaign’s core pillars: Life, Passion, and Freedom. These emotionally resonant stories depict retirement as a time of rediscovery — provided one starts planning early. Targeted at professionals aged 30 to 45, the campaign uses a multi-channel media strategy, spanning platforms like YouTube, Instagram, Facebook, and LinkedIn, with regional language adaptations to drive deeper engagement. The outreach extends further with metro and bus branding, outdoor hoardings, and OTT platforms, ensuring high visibility across touchpoints.
Talking about the campaign, Kailash Kulkarni, CEO, HSBC Mutual Fund, said, “Industry data and studies reveal that most people have either not started planning for their retirement or are unsure and underprepared for their post-retirement stage. Through our #RetireToMore campaign, we want to make people realise that retirement is not the end, but the beginning of a new chapter in life. And to fully enjoy this phase, one needs smart financial planning through disciplined investment in SIPs. We are confident in driving this message with our relatable films.”
#RetireToMore is a continuation of HSBC Mutual Fund’s long-standing commitment to investor education, following impactful campaigns like SIP Hai #FaydeWaliAadat and Apne #SIPKoDoPromotion. While those earlier efforts focused on the habit of investing, this campaign brings a life-stage focus and emotional depth to the conversation. Overall, HSBC Mutual Fund delivers a compelling message: Retirement isn’t a choice, but planning for it is. With its blend of storytelling, digital engagement, and financial literacy, #RetireToMore is not just a campaign — it’s a cultural nudge for a generation to take control of their financial future.
The first film portrays a former corporate executive who now pursues her passion as a classical dancer:
The second film features a retired couple savouring the sunrise sitting at a high altitude on a cliff:
And the third film showcases a banker who reinvents himself as a baker:
