Mumbai, 17 June 2026: Canara Robeco Asset Management Company Limited (Investment Manager to Canara Robeco Mutual Fund), India’s second-oldest Mutual Fund, has launched the ‘#BackToSIP’ campaign to promote disciplined and consistent investments through Systematic Investment Plans (SIPs).
The campaign focuses on encouraging investors to restart their SIPs that will help them get closer to their dreams. #BackToSIP is a campaign built on a simple insight that when an SIP stops, the dreams attached to it also pause; when an SIP restarts, those dreams resume their journey. The campaign highlights the role of consistency and discipline in long-term financial planning.
This campaign aims to correlate SIPs to commonly understood life aspirations like owning a home, planning for a child’s education, buying a car, planning future travel and other lifestyle choices to make it relatable and easier to understand.
The campaign film is proposed to be amplified across multiple touchpoints including WhatsApp, Social media, emailers and performance marketing campaigns.
The communication in the film metaphorically shows that when SIP contributions pause, progress towards dreams may pause too; and when SIPs restart, the journey continues. By showing paused celebrations coming back to life, the film visually represents the pausing and subsequent resumption of an SIP.
The idea behind the campaign is to inculcate long-term, consistent investments irrespective of market volatility. Markets may be volatile, but dreams should not pause.
Link to the video – https://www.youtube.com/watch?v=DlOaYge_aUA
About Canara Robeco Mutual Fund:
Canara Robeco Mutual Fund is the second oldest Mutual Fund in India, established in December 1987 as Canbank Mutual Fund. Subsequently, in 2007, pursuant to a joint venture between Canara Bank and ORIX Corporation Europe N V (OCE) (formerly known as Robeco Groep N V) in the asset management company, OCE was inducted as a Co-Sponsor in the Mutual Fund which was renamed as Canara Robeco Mutual Fund.
