Axis Mutual Fund appoints The Womb as creative agency

The agency will work on brand’s strategic direction as well as on its creative expressions.

In a recent announcement, asset management company Axis Mutual Fund, has appointed The Womb as creative agency.

Rohan Padhye, vice president, marketing communication and digital marketing, says in a press release, “The mutual fund category is witnessing inevitable growth. In the context of changing consumer preferences and market dynamics, we wanted a strategic firm to be associated with us.

He adds, “What we liked about The Womb is the passion they share about nurturing and building brands with different challenges which resonates with our thinking. Also, more importantly, we found the right balance of strategic and creative capabilities to be able to create compelling communication to grow not just our business, but also our share in the category.”

Navin Talreja, co-founder, The Womb, says in a press release, “I have done CMO duties at a bank before, and this gets me back into the business of money. So I am excited. We have to, as a team, up AXIS MF’s mindshare and business in the extremely competitive mutual funds category. The brand teams at Axis MF, and the agency team are raring to go. Our mandate is deep and wide – to define the Axis MF brand’s core within the ambit of the overall Axis brand, create its own unique positioning, as well as integrate communications across the wide set of stake-holders they address.”

Commenting on the win, Kawal Shoor, co-founder, The Womb, says in a press release, “Clearly, as returns from other traditional asset classes like real estate, gold and fixed deposits climb down to realistic levels, mutual funds will inevitably become a strong alternative to invest in. It has already started happening, and the timing of the start of The Womb’s association with Axis MF couldn’t be better. We will aim to garner for Axis MF a disproportionate share of investible assets from the progressive Indian families, by garnering a disproportionate share of attention and relevance for Axis MF thru’ our communications.”