SochaSamjhaRisk: Axis Mutual Funds latest campaign urges investors to Understand Risk to make Well Informed investment decisions

Mutual Fund
Sep 11, 2023 by Axis Mutual Fund | Mutual Fund | 0 Downloaded

Key Highlights:

  • Axis Mutual Fund's #SochaSamjhaRisk campaign underscores its commitment to educating investors to make informed investment decisions.

  • The campaign focuses on instruments such as the Riskometer and Risk Profiler that would aid investors understand fund risk and individual risk appetite, respectively.

  • #SochaSamjhaRisk primarily focuses on debunking the perception that ‘All mutual funds are risky’ and instead, encourages investors to make informed and strategic choices by understanding the risks involved.

  • The campaign has been creatively conceptualized and led by Mirum India

Mumbai, 11 September 2023: Axis Mutual Fund, one among the leading fund houses in India is excited to announce the launch of its new dynamic and insightful advertising campaign, #SochaSamjhaRisk. It is a 360-degree campaign aimed at encouraging investors to understand individual risk appetites with the help of a Risk Profiler. The initiative also focuses on educating investors about Riskometer to understand the fund risk and make informed investment decisions.

While most investors understand the importance of investing, they tend to get swayed easily by market noise. Unfortunately, everyday market fluctuations are treated as the benchmark for ‘Risk’, resulting in mutual funds being perceived as a ‘Risky’ investment avenue. This also paves way for several misconceptions amongst investors, primarily led by limited understanding of ‘risk’ and ‘tools to mitigate risk’. Therefore, #SochaSamjhaRisk is Axis Mutual Fund’s proactive step towards enhancing investor education and encouraging individuals to truly understand the risks associated with their investments.

B. Gopkumar, MD & CEO, Axis Mutual Fund, stated, "Most investors perceive ‘Risk’ in the negative connotation and pay little heed to comprehending the real ‘Risk-Return’ trade off. As responsible investment managers, we believe investors must understand how ‘Risk’ influences their financial journey. Our latest initiative #SochaSamjhaRisk underscores the significance of well-thought-out investment decisions over impulsive, uninformed choices influenced by hearsay or market noise”.

Links to view the campaign:

Video 1:

Video 2:

Video 3:

Video 4:

All four videos focus on two key elements that are central to the campaign:

Riskometer: The first and second video focus on spreading awareness and educating investors about Riskometer as a key tool to understand fund risk. By familiarizing themselves with the Riskometer’s categories and aligning them with their comfort levels, goals, and investment durations, investors can make informed decisions and effectively manage risks to meet their financial goals.

Risk Profiler: The Risk Profiler is a tool to gauge one’s personal risk-taking appetite designed to help investors understand their unique risk-taking capacity by factoring in individual goals and financial objectives. Therefore, the third and fourth videos emphasize on encouraging investors to assess their risk appetite to make informed decisions.

Boniface Noronha, SVP & Head – Marketing, Digital & Direct Sales at Axis Mutual Fund, emphasized, "Axis Mutual Fund’s #SochaSamjhaRisk is a one of its-first kind of initiatives aimed at changing the dynamics of investor education by actively encouraging people to ‘understand and decode risk’. #SochaSamjhaRisk capitalizes on the core human insight of staying away from everything seemingly ‘Risky’ without truly understanding the ‘Risks’ involved. The four slice of life films capture everyday interactions to create a stronger resonance with the target audience”.

Recently, Axis Mutual Fund has introduced the Risk Profiler feature on its website to help investors assess their risk appetite and plan their investment journey accordingly. For this, individuals must answer a series of questions focusing on factors such as financial goals, time horizon, investment preferences, and risk aversion to understand their approach to different situations, basis which their risk appetite will be revealed.

Naila Patel, National Creative Director, Mirum India Pvt. Ltd., says, “While talking about risks is always tricky in mutual fund communication, this campaign gave us the opportunity to do just that - put the spotlight on risk, loud and clear! The genesis of this idea lies in the risks we take every day, the moment we step out of the comfort and safety of our homes. The big bad world can be risky, but we take the risk of navigating that big bad world, because we've put some thought behind a risk, we're willing to take - a #SochaSamjhaRisk. And that’s what we’re telling those who’re averse to investing in mutual funds; sure, there’s risk, but if you know how to interpret that risk with the risk profiler and risk-o-meter, there’s a story waiting to unfold - the story of you realizing your dreams".

About Axis AMC: Axis AMC is one of India's fastest growing assets managers offering a comprehensive bouquet of asset management products across mutual funds, portfolio management services and alternative investments. For more information, visit

Disclaimer: #SochaSamjhaRisk is an investor education and awareness initiative by Axis Mutual Fund. Investors have to complete one-time KYC process. Visit or contact us on for more information. Investors should deal only with Registered MFs, details of which are available on - Intermediaries/Market Infrastructure Institutions section.

Disclaimer: This press release represents the views of Axis Asset Management Co. Ltd. and must not be taken as the basis for an investment decision. Neither Axis Mutual Fund, Axis Mutual Fund Trustee Limited nor Axis Asset Management Company Limited, its Directors or associates shall be liable for any damages including lost revenue or lost profits that may arise from the use of the information contained herein. Investors are requested to consult their financial, tax and other advisors before taking any investment decision(s). No representation or warranty is made as to the accuracy, completeness or fairness of the information and opinions contained herein. The AMC reserves the right to make modifications and alterations to this statement as may be required from time to time.

The information set out above is included for general information purposes only and does not constitute legal advice. Axis Mutual Fund will not be liable in any manner for the consequences of such action taken by you. The information contained herein is not intended as an offer or solicitation for the purchase and sales of any schemes of Axis Mutual Fund.

Statutory Details: Axis Mutual Fund has been established as a Trust under the Indian Trusts Act, 1882, sponsored by Axis Bank Ltd. (liability restricted to Rs. 1 Lakh). Trustee: Axis Mutual Fund Trustee Ltd. Investment Manager: Axis Asset Management Co. Ltd. (the AMC). Risk Factors: Axis Bank Limited is not liable or responsible for any loss or shortfall resulting from the operation of the scheme.

(Mutual Fund investments are subject to market risks, read all scheme related documents carefully.)