Axis Mutual Funds and The Womb take on Fake News in India

In the context of fake news getting forwarded and investors getting unnecessarily influenced by it, Axis Mutual Fund, one of India’s premier asset management companies has launched an investor awareness campaign with the message for investors to act responsibly when it comes to such messages on money/investments, and not act upon or spread news which they are not sure of in terms of its veracity. The underlying message is to consult a financial advisor and in this lies an act of responsibility.

“As a responsible mutual fund, our objective is to create awareness about responsible investing practices and how one can become a responsible investor. While this endeavour is on, we felt it is equally important to also dwell upon the behavioural aspect of investors in the context of what is happening in the society – people sharing and acting upon news without checking the veracity which results in investors getting panicky and taking irrational decisions,” said Axis in their release.

“Most of us get heavily influenced by news that is shared by our acquaintances on social media and messaging apps. And when the news is about money and investments, it tends to create worried investors. We are urging people to be responsible and not forward or act upon such messages thereby acting responsibly towards one self and others as spreading rumours creates an unnecessary chain of events feeding to chaos,” added The Womb, the creative agency behind the ad.

“The industry has done a good job in getting new investors warmed up to mutual funds. It is imperative to keep guiding such investors on various aspects of investing which the financial advisors are doing. However, it is equally important to address the behavioural aspect of investors as any kind of bad news can work negatively on the investors’ minds.”

Axis Mutual Fund’s latest campaign shows people randomly forwarding and reacting dramatically in different situations after reading a red alert message on markets. The film shows how a random message on markets and mutual fund investments has a negative impact on people. The film ends with a message urging investors to be responsible and not spread any fake news when it comes to investments, instead consult a financial advisor.

Source: The Womb

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