Samco Mutual Fund launches its first brand campaign

By: |
September 22, 2021 2:56 PM

The campaign depicts their ‘Stress testing HexaShield framework’

The TVC was conceptualised, written and produced by Samco’s internal marketing teamThe TVC was conceptualised, written and produced by Samco’s internal marketing team

Samco Mutual Fund has launched its first-ever brand campaign to promote the mutual fund’s Stress-Tested Investment framework called ‘HexaSheild’, a strategy that will pick investments that endure and survive in various stressful situations and generate superior long-term risk-adjusted returns. The campaign aims to showcase how Samco Mutual Fund puts each of the businesses through a series of six rigorous tests defined by Samco’s proprietary HexaShield framework and only businesses that pass the HexaShield test shall form a part of the investable universe.

The TVC campaign displays the process of the stress test conducted on a car before its launch. It compares the process with the test process of Samco MFs’ ‘HexaShield Framework’ designed to test whether the business can last across a variety of macro and microeconomic pressures and be a compounding machine. The TVC was conceptualised, written and produced by Samco’s internal marketing team.

“Considering India’s first stress tested investing using our Hexashield Framework that we have developed, we wanted to show how stress testing is done for consumers’ safety for other products then why not for their investments? At the same time, we also wanted to communicate the whole concept in a format that is not only easily understood but is also memorable,” Chirag Joshi, chief marketing officer, Samco Group said.

The TVC primarily takes the example of a new car that is being crash-tested for a vertical car crash at great heights, assess the impact on the car and test the deployment of airbags ensuring the safety of the driver. The TVC showcases engineers testing various aspects of the car before they crash-test it to reveal the impact of the accident and the successful test of the car crash. This car-crash test draws a parallel to Samco’s HexaShield framework where the mutual fund will stress test each investment before including it in the portfolio.

Read Also: Moov rolls out a new campaign

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