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In a bold initiative, Kotak Mahindra Asset Management Company Ltd. (“KMAMC” / “Kotak Mutual Fund”) has launched a nationwide campaign, “SIP Karo, Naya Future Start Karo,” urging Indians to break free from destructive quick money addiction. The campaign highlights the dangers of following fake social media groups and tipsters, as well as engaging in lotteries and gambling or betting, behaviours that have deprived countless families of their hard-earned savings, damaging financial security and jeopardizing futures. By shining a light on the real emotional and monetary losses suffered, Kotak Mutual Fund calls on investors to embrace disciplined wealth creation and protect their family’s tomorrow through Systematic Investing Plan (SIP).

Kotak Mutual Fund’s latest campaign positions SIP as more than an investment—it’s the smart way to build long-term wealth patiently and protect what matters most: family’s future! The initiative motivates working professionals, small business owners, and young investors to choose SIPs instead of risky shortcuts like chasing fake tips or quick-profit schemes, which have cost many families their lifelong savings.

The campaign uses TV, print, digital, social media, and on-ground investor programs to spread the clear message: real financial growth comes from steady, disciplined investing—not from risky, short-term thrills.

Nilesh Shah, Managing Director of Kotak Mahindra Asset Management Company Ltd., said:“In today’s investment landscape, the temptation of rapid gains has seen more individuals exposed to gambling, speculative trading by following fake tips on social media, and lotteries that drain wealth and undermine financial stability. We see SIP as a reliable counter to this trend—it’s a discipline that helps in building wealth over time. Our campaign is about empowering families to choose financial strength and stability over quick money addiction platforms. SIP is not just an investment choice; it’s a disciplined way of wealth creation for the future.”

Kinjal Shah, Head of Marketing, Digital Business & Analytics, Kotak Mahindra AMC, highlights: “This campaign was born from our interactions with real people, stories where quick money addiction left lasting scars, washing away savings and endangering families’ futures. We realized this challenge is not just financial, but emotional and real. At Kotak, we believe addressing this issue is urgent. Through our campaign, we call on everyone to leave behind quick money habits and turn to disciplined investing in SIPs. It’s not just a marketing responsibility; it’s about creating genuine change and helping every family secure a better tomorrow.”

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