Birla Sun Life Mutual Fund launches SIP Campaign To Bolster Retail Investments ‘Sabse Important Plan’ to drive preference for SIPs Help investors realize diverse goals through single approach

New Delhi, August 10, 2016: Birla Sun Life Asset Management Company Limited (BSLAMC), a part of Aditya Birla Financial Services Group, and investment manager for Birla Sun Life Mutual Fund (BSLMF), announced the launch of ‘Sabse Important Plan’, a goal-based investment campaign to drive awareness, and preference for Systematic Investment Plan (SIP) among retail investors. Offering investors in-depth information on how to identify and realise their long term goals, the campaign discusses the ins and outs of investing and choosing their ‘Sabse Important Plan’ .i.e. Systematic Investment Plan.

BSLMF’s ‘Sabse Important Plan’ marks the fund house’s foray towards to a goal-based solution approach. A. Balasubramanian, Chief Executive Officer, Birla Sun Life Asset Management Company Limited says, “Over several discussions with investors and distributors across more than 30 cities, I got the sense that customers are increasingly looking for a solutions, and not necessarily a product. It left me thinking about the scope for Mutual Funds to be redefined through bundled approach to easily provide solutions to consumer needs. Systematic Investment Plan emerged as the obvious go-to.”

2015 was a stellar year for the Indian market. As DII flows exceeded that from FIIs, domestic mutual fund investment contributed Rs 3,000-3,500 crore to equity market from Systematic Investment Plans (SIP) alone. The retail investor’s return to equity and financial savings instruments is an early sign of his financial maturity. This can be taken up notches by extending his time spent in the market, driving disciplined, incremental step-ups to his investment, and developing his outlook to long-term wealth creation. BSLMF’s ‘Sabse Important Plan’ uses a goal-oriented approach to SIP investments to encourage these behaviours.

“Our ‘Sabse Important Plan’ effort complements the larger objective of the Mutual Fund Industry to grow customer base, and enhance retail participation. Although SIP registrations have been on the rise, there is not only great scope for growth, but also greater scope to strenghten persistency,” says A. Balasubramanian.

BSLMF’s ‘Sabse Important Plan’ uses a host of communication vehicles for reach and interactivity across investor and distribution touchpoints. The campaign uses a unique microsite https://sipnow.birlasunlife.com/ to provide wealth creation, tax saving and savings solutions to customers depending on their life stage and goals by allowing them to invest in mutual fund schemes through SIPs. This can be used by distributors and investors alike to execute SIPs easily with a single consolidated monthly payment which gets apportioned to various schemes as per the investor’s risk profile. The surround strategy includes on-ground activation, flash mobs, direct emailers across audience clusters and branding across BSLMF’s national network, supported by social and digital engagement and call-centre integrati