Press Release – DHFL Pramerica Mutual Fund

DHFL Pramerica Mutual Fund


Press Release – DHFL Pramerica Mutual Fund targets young Indian investors with a digital campaign – S.I.P Kiya Kya?


Mumbai- December 23rd, 2016: DHFL Pramerica MF, one of the leading new mutual fund houses has recently unveiled their digital campaign to reach out to young investors with a series of video and banner ads urging them to invest in a S.I.P (Systematic Investment Plan). Developed in house by the marketing team, the campaign will be using social media extensively and has been kick started on Facebook and Youtube. The campaign has already managed to garner over 20 million video impressions till date and has seen very strong acceptance within the target audience.

DHFL Pramerica MF has chosen to approach this Investor Awareness S.I.P campaign differently than what has been done earlier by the industry.  The campaign has been designed to spur action without trying to explain what SIP is all about. Riding on the fact that understanding of SIP has improved over the years since most earlier/other campaigns have taken an educational approach, DHFL Pramerica has chosen to pick relevant situations in investor’s life while cheekily asking them if they have invested in a S.I.P

The campaign has 3 videos and is supported by web banners. The first video talks about how saving cash by stashing it in a corner is not the best way to grow money. The second one talks about how smart bargain shoppers can be equally smart by investing their savings in SIP and the third one encourages the love for spending casually to be balanced with some S.I.P investing.

Speaking about the campaign Mr. Salil Vaidya, Director and CMO, DHFL Pramerica Asset Managers added, “Our research clearly showed that the understanding of Mutual Funds and S.I.P is quite healthy amongst the investor community and there is a huge interest in Systematic Investing. Moreover what is heartening is the attitude of younger investors towards mutual funds as they see mutual fund investments as a long term wealth building avenue, giving them access to expertise with periodic, manageable investments.  Given our aspiration to connect with retail investors, we chose to use S.I.P Kiya Kya? as the message to target young investors.”

The MF industry has been recording healthy growth and S.I.P folios have been growing very aggressively. Data available with Sebi showed total inflows to equity mutual funds between April and November stood at Rs. 40,706 crore. Over half of the assets of these schemes are held by retail investors.

There has been a rising interest in S.I.Ps among investors due to increasing awareness. Inflows to S.I.Ps now stand at Rs. 3,000-3,500 crore on a monthly basis compared with Rs. 2,500 crore a year earlier.


DHFL Pramerica released the following 3 TVCs  as a part of the S.I.P campaign

At the cafe

At a sale

In the bedroom

DHFL Pramerica Asset Managers Pvt. Ltd.

DHFL Pramerica Asset Managers is a full service asset management company, providing mutual fund schemes as well as portfolio management services to its investors. With a geographical presence covering 23 cities, DHFL Pramerica Asset Managers as per the latest quarter (July-September 2016) has Average Assets Under Management of Rs.24,472 crs DHFL Pramerica Asset Managers Pvt. Ltd. is a 50:50 joint venture between Prudential Financial, Inc. (USA) and DHFL

Prudential Financial, Inc. (PFI)

PFI and its affiliated companies constitute one of the world’s leading financial services groups with over US $ 1.314 trillion of assets under management as of September 30, 2016 and with over 49,000 employees & associates worldwide on December 31, 2015. PFI is headquartered in Newark, NJ (USA) and has over 140 years of financial services experience with operations in the U.S., Asia, Europe, and Latin America. PFI is focused on helping individual and institutional customers grow and protect their wealth and offers a variety of products and services, including life insurance, annuities, retirement-related services, mutual funds, investment management, and real estate services. The firm is ranked 3rd on Fortune Magazine’s 2015 list of “World’s Most Admired Companies” in the Insurance: Life and Health Category.


DHFL was founded in 1984 by Late Shri Rajesh Kumar Wadhawan with a vision to provide financial access for Indians to own a home of their own. Today, led by Mr. Kapil Wadhawan, CMD, DHFL, the company is CARE AAA rated and reckoned as one of India’s leading financial institutions with a large presence across the country, in addition to representative offices in Dubai and London.

Throughout its years of growth, DHFL has stayed true to its core vision of financial inclusion, especially to the low and middle income customers across India. The company’s wide network, coupled with insights into local customer needs, has enabled the company to provide meaningful financial access to customers even in India’s smallest towns. With a strong business foundation, an extensive distribution network, proven industry expertise and a deep understanding of the Indian customer, DHFL is a respected and trusted financial services company in India with a concerted focus towards enabling home ownership to the low and middle income customer. For further information, please visit

Pramerica is a trade name used by Prudential Financial, Inc., (PFI) a company incorporated and with its principal place of business in the United States, and by its affiliated companies in select countries outside the United States. None of these companies are affiliated in any manner with Prudential plc, a company incorporated in the United Kingdom.

However, there can be no assurance that the investment objective of the Scheme will be realized. Mutual Fund investments are subject to market risks, read all scheme related documents carefully.

For further information, please call:
For DHFL Pramerica Asset Managers Pvt. Ltd.
Ashish Joseph
Phone: +919930738128