While most AMCs have dedicated portals to educate investors, others are running social media campaigns to promote mutual funds.
These digital campaigns focus on educational articles, infographics and videos on their website. In order to reach out to a bigger audience, a few AMCs have launched these campaigns on Twitter and LinkedIn too.
Aditya Birla Sun Life, IDFC and UTI are among the more active and creative lot on the digital front.
UTI Mutual Fund has a website dedicated to investor education initiative called ‘UTI Swatantra’. The website has a series of educational videos to connect with investors. These videos explain financial jargon related to investments like fiscal deficit, liquid funds, mutual funds and SIP through cricket and Bollywood.
Gaurav Suri, Head - Marketing, UTI MF said that they are constantly adding features to the investor education website. “Today investors want information at the tip of fingers and we need to keep pace with their changing behaviour. These videos help us engage with investors in a meaningful way.”
He further said that the fund house has recently released content in regional languages to reach out to a wider audience.
Similarly, Aditya Birla Sun Life Mutual Fund has come out with series of animated videos in regional languages.
The idea is to make learning of financial concepts easy and fun for investors, said KS Rao, Head of Investor Education & Distribution Development, Birla Sun Life Mutual Fund. He said, “Investor education through digital platform has gained more traction in the past three months compared to our ground level programs in the past couple of years. Millennials and women are among the top visitors on videos and podcasts created for investment education. In fact, we have shifted our focus on creating more digital content for investors for IAPs.”
Another way to reach out to investor is through games. IDFC MF has recently launched a game called ‘Game of life’ where participants manage their finances and goals through virtual money. The game puts participants in different circumstances and records their responses to these circumstances. At the end, participants come to know if they have managed their finances well and achieved their financial goals.
Vishal Kapoor, CEO of IDFC MF said that this game has revealed many interesting insights into investors’ behaviour and preferences. Vishal said, “We have seen people spend much more than they invest.”
He further said, “Many investors like to learn through simple and interactive digital tools. And what is better than gaming to engage with audience. Going forward, we would create more such interfaces to engage with investors digitally.”
