Kotak MF claims to have attracted a turnout of 250-300 attendees per session through its innovative print campaign carrying messages like ‘For the last 15 years, even if you invested every year at market peaks, you made money’ etc.
Mutual fund houses are getting innovative in talking about the benefits of investing in mutual funds in their investor awareness programs (IAPs).
Kotak Mutual Fund has found a unique way to make people attend their investor awareness programs (IAPs). The fund house claims to have attracted an average turnout of 250-300 attendees per session with the help of its print campaign called ‘Advantage MF’.
The print campaign had headlines like ‘For the last 15 years, even if you invested every year at the market peaks, you made money, ‘Had you invested 10 years back, you’d be sitting on over 6 times the money’ etc. The advertisements were published in leading regional newspapers across five states - Maharashtra, Rajasthan, Uttar Pradesh, Gujarat and Karnataka.
In one such advertisement when the Sensex was hovering at 20,000, the fund house had carried a message, ‘Sensex at 20,000. Time to get in or get out’, good enough to create curiosity among people. This campaign demonstrated investors about significance of PE ratio to investors.
Kotak’s IAP tries to educate people about the benefits of investing in mutual funds. The fund house uses comparison charts, return table and other tools to substantiate its messages.
Kaiyomurz Daver, Head, Marketing, Brand & Corporate Communications said, “Based on our investor research and feedback from distributors, we found that investors have a lot of myths associated with mutual funds like equity funds meant for rich people, all mutual funds are risky, it’s not a good time to invest since market is at peak, etc. Hence, we came out with a campaign to dispel these myths.”
“We are trying to make people understand that equity mutual fund is the best way to create wealth over long term. We often come across questions on timing the market. Our campaign says that investors have made money even if they had invested at market peaks,” added Daver.
So far, the fund house has leveraged both mass media and ground level activities to spread awareness about mutual funds. The fund house organizes seminars in housing societies, corporate houses and colleges.
The topics covered in ground level programs try to educate investors as to why they should look at mutual funds as a potential source of wealth creation, why one should start investing early, power of compounding, how fund manager manages the funds, how to read and understand returns, what to look out for in a fund factsheet etc. Similarly, the print campaign covers topics like benefits of long term investment in mutual fund, myth related to timing the market etc.
In future, the fund house is going to launch a pan India investor awareness campaign through radio.
Cafemutual will run a series of stories to understand the various initiatives undertaken by AMCs as a part of their IAP.
