The song video narrates a simple, everyday story, one where individuals juggle multiple life goals such as marriage, education, a home, or travel and introduces Goal SIP as a tool that helps bring clarity and discipline to those aspirations.
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Canara Robeco Asset Management Company Limited (CRAMC) has taken a creative leap in investor communication by giving its Goal SIP feature a musical expression. Through a catchy, relatable jingle, CRAMC aims to simplify the concept of goal-based investing while making mutual fund investing more engaging and emotionally resonant for the investors.
As part of its marketing initiative, CRAMC has launched the Goal SIP campaign across digital and social media platforms, using music as a medium to connect with audiences. The jingle, titled “Plan hai sahi, plan hai yahi, Goal SIP karke meri life hai chali”, is designed to make the concept of goal-linked investing more memorable, relatable, and emotionally appealing.
The song video narrates a simple, everyday story, one where individuals juggle multiple life goals such as marriage, education, a home, or travel and introduces Goal SIP as a tool that helps bring clarity and discipline to those aspirations. The lyrics encourage investors to “give a name to their dreams” and stay emotionally invested in them. The jingle further touches on features of the SIP such as the Pause and Top-up and highlights the option of selecting the Date of choice/personal significance and Long-term SIP.
The jingle serves as both an educational and entertaining narrative, breaking down financial jargon into simple, hummable phrases.
Goal SIP – A step towards personalised investing
CRAMC’s Goal SIP is also live across BSE StAR, NSE NMF, and MFU platforms, allowing investors to personalize their Systematic Investment Plans by aligning them with specific financial goals. This facility marks a significant step forward in making mutual fund investing more intuitive and emotionally engaging.
Through Goal SIP, investors can name each SIP after personal milestones, such as “Dream Car,” “Daughter’s Education,” or “Retirement Home.” The chosen goal name is reflected even in account statements, constantly reminding investors of what they are working towards. This emotional association helps investors stay committed to their financial journey and fosters long-term investment discipline.
In addition to this personalization, Goal SIP offers several flexible features that adapt to investors’ evolving financial circumstances. The Pause feature allows investors to temporarily halt their SIPs during financial stress and resume them later without disruption. The Top-Up option encourages increasing contributions over time to accelerate goal achievement. The MyDate feature allows investors to select an SIP date that holds personal significance, such as an anniversary or birthday. The Long-Term SIP function enables continuity without the need for periodic renewal, encouraging sustained investing habits.
Music meets money – A new age communication strategy
By turning financial planning into a musical experience, CRAMC has bridged the gap between emotion and investment — an area often seen as intimidating for many new investors. The Goal SIP jingle simplifies the process of tracking financial decisions, especially for younger and first-time investors who relate better to interactive and storytelling-led content.
The campaign underscores AMC’s philosophy of making investing simpler, more meaningful, and aligned with investors’ personal aspirations. It positions Goal SIP not just as a product feature but as an enabler of dreams, one that connects the rational side of investing with the emotional side of goal setting.
Link to the Jingle- https://youtu.be/sm-Yd4pEMUA