Axis Cookie Jar Experiment creates awareness

MUMBAI: Axis Mutual Fund, one of the leading asset management companies, has launched a unique campaign ? The Cookie Jar Experiment, to create awareness amongst the customers? that while they are planning their transition to a happy retirement phase and fulfil those unfinished dreams, are they truly making adequate allocation to health related expenses?

Our consumer survey has revealed that everyone has big plans for the post-retirement phase. Every person has a grand plan which covers those things which we perhaps cannot pursue in our working life. Some want to travel or pursue a long forgotten hobby or take care of grandchildren. It is about making ?peaceful and happy retirement? come true. However, one forgets that these goals and dreams can come to life only if they lead a healthy life. Over a period of time as one age, health starts deteriorating and even a small health issue can have an impact on the finances. Hence, one needs to not just plan for the ?essentials? bucket which will pay for all the post-retirement dreams but also towards healthcare expenses which one needs to incur in future.

Basis this insight, Axis Mutual Fund came up with an interesting experiment wherein they asked people what do they picture themselves doing post-retirement, and gave them cookies that symbolises money to be filled in each of cookie jars which represented the investment to be made to fulfil their post-retirement dreams.

What followed was interesting ? while the travel and hobbies jars were filled to the brim, the jar labelled ?health? was barely filled which unravelled an important truth ? ?People tend to ignore health and related expenses and focus only on their dreams when it comes to retirement planning?. 

Through this campaign, Axis MF aims to educate the customers that to lead a secure and stress free post retirement life, one need to start planning for both ?dreams and health? which essentially means accumulate wealth which will take care of your dreams as well as healthcare expenses. And one can do so by adopting a SIP (Systematic Investment Plan) route while planning their investment. 

Latest Reads
Coca-Cola restructures its leadership positions

Coca-Cola India has announced changes to its leadership structure with Sundeep Bajoria, earlier VP- strategy and insights, being elevated to VP--South West Asia (SWA).

MAM Media and Advertising People
Dentsu One uses a cat to endorse new Honda Jazz

Honda Jazz in collaboration with its creative agency Dentsu One, has launched a new campaign for its latest upgrade.

MAM Marketing MAM
Menaka Menon joins Leo Burnett Orchard as EVP & branch head for Bengaluru

Leo Burnett Orchard, The Leo Group’s full service integrated agency, has strengthened its senior management.

MAM Media and Advertising People
MMA India holds first ever Ideathon, addressing brand challenges in a mobile first economy

The Mobile Marketing Association (MMA) in India will introduce its first ever Ideathon, a 30-hour nonstop hackathon to address and solve brand challenges in a highly competitive environment.

MAM Marketing Brands
Tiger Shroff joins 6 Pack Band 2.0 for mental disability awareness

Being differently abled is not a choice, however, acceptance certainly is. And the youth film studio of Yash Raj Films, Y-Films, launched India’s first ‘Isspeshal band’, the Red Label 6-Pack Band 2.0 comprising of six teens between the ages of 13 to 18 with special needs but incredible music skills...

MAM Marketing MAM
Kotak 811’s initiative of inclusiveness on digital gets support

The #IndiaInvited campaign by Kotak 811 builds on the insight of inclusiveness for everyone irrespective of personal or physical characteristics and draws attention to how 811

MAM Media and Advertising Ad Campaigns
HUL top advertiser; Dettol enters top 5 in BARC week 32

The Broadcast Audience Research Council (BARC) India has released its data for last week’s top advertisers and brands between 4 August to 10 August 2018.

MAM Marketing Brands
SBI hands over media mandate to DDB Mudramax

Indian bank, State Bank of India (SBI), has appointed DDB Mudramax as its media agency for media duties.

MAM Marketing Brands
Paytm Mall targets $10 bn annualised gross sales by 2019

With the aim to garner a bigger slice of India’s growing online retail market, Paytm Mall, owned by Paytm e-commerce, has ramped-up its efforts to expand the business. 

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories