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Time of India

HSBC Mutual Fund's new ad encourages to retire to more

HighlightsHSBC Mutual Fund's new investor education initiative, #RetireToMore, encourages Indians to view retirement as a new beginning rather than the end of their professional journey. According to the HSBC Quality of Life report, 40% of affluent individuals feel unprepared for retirement planning, and nearly 58% plan to work post-retirement, often out of necessity. The #RetireToMore campaign includes three short digital films focusing on life, passion, and freedom, illustrating how retirement can be a time of rediscovery with early financial planning through Systematic Investment Plans. Retirement is often perceived as the end of one's professional journey. But the new investor education initiative from HSBC Mutual Fund #RetireToMore , challenges that notion — urging Indians to see retirement as a new beginning, filled with more life, passion and freedom. According to the HSBC Quality of Life report on retirement planning , 4 in 10 affluent individuals across all generations feel unprepared for their retirement planning, despite nearly 8 in 10 knowing what they need to retire. Nearly 58 per cent plan to work post-retirement, not always by choice, but often out of necessity. While the average retirement savings needed in India is nearly USD 0.39 mn. The above data brings out one clear message that 'Retirement isn't a choice, Planning for it is!' To drive this message home, HSBC Mutual Fund has launched #RetireToMore — a 360°, emotionally resonant campaign that positions Systematic Investment Plans ( SIPs ) as a simple, disciplined and powerful route to building long-term wealth and securing a comfortable retirement. Targeted at working individuals between 30 to 45 years of age, the #RetireToMore campaign is a series of three short digital films, each film focusing on three different aspects – life, passion and freedom respectively. Each narrative reflects the heart of the campaign: Retirement can be a time of rediscovery, provided one begins planning early. The first film portrays a former corporate executive who now pursues her passion as a classical dancer. The second film features a retired couple savouring the sunrise sitting at a high altitude on a cliff And the third film showcases a banker who reinvents himself as a baker. Talking about the campaign, Kailash Kulkarni, chief executive officer, HSBC Mutual Fund, said, 'Through our #RetireToMore campaign, we want to make people realise that retirement is not the end, but the beginning of a new chapter in life. And to fully enjoy this phase, one needs smart financial planning through disciplined investment in SIPs. We are confident in driving this message with our relatable films.' The #RetireToMore campaign will be rolled out across social media platforms, including YouTube, Instagram, Facebook, and LinkedIn, with special attention to regional languages. Other channels to boost visibility include metro and bus branding, outdoor hoardings, and OTT platforms.