HSBC Mutual Fund launched the #RetireToMore campaign to inspire Indians to plan for retirement early. The campaign challenges the idea that retirement is an end and instead positions it as a new beginning full of life, passion, and freedom. It targets working individuals between 30 and 45 years old and promotes SIPs as a disciplined way to secure a financially stable retirement.
Research shows that 4 in 10 affluent Indians feel unprepared for retirement despite many knowing what is needed. Over half plan to keep working post-retirement, often due to financial necessity. The average retirement corpus needed in India is estimated at USD 0.39 million.
The campaign consists of three digital films focusing on different retirement themes Life, Passion, and Freedom. These films showcase stories like a former corporate executive pursuing dance, a retired couple enjoying nature, and a banker becoming a baker.
To support awareness, HSBC Mutual Fund created a landing page with retirement resources, including tools to estimate savings needed. The campaign rolls out across social media, OTT platforms, outdoor ads, and regional language channels.
Link to one of the films
Sandeep Sreekumar, Vice President at BornHi Digital, said,“Building on our successful collaboration with HSBC Mutual Funds, #RetireToMore, goes beyond brand elevation. Retirement in India is often delayed in planning, underestimated in need, and overlooked in urgency. With 31% of urban Indians unaware of the retirement corpus required to maintain their current lifestyle — and over half expecting their savings to last just 5 to 10 years — there’s a clear need for awareness and action. We believe #RetireToMore can shift the narrative from retirement as an end, to retirement as a new beginning. This campaign isn’t just about financial literacy — it’s about helping individuals reclaim their post-retirement years with dignity, freedom, and purpose.”
Kailash Kulkarni, CEO, HSBC Mutual Fund, said,“Industry data and studies reveal that most people have either not started planning for their retirement or are unsure and underprepared for their post-retirement stage. Through our #RetireToMore campaign, we want to make people realise that retirement is not the end, but the beginning of a new chapter in life. And to fully enjoy this phase, one needs smart financial planning through disciplined investment in SIPs. We are confident in driving this message with our relatable films.”
