The funding for these ads has been contributed by all AMCs in proportion to their AUM strength
Mumbai: AMFI’s advertising campaign which aims to create awareness about mutual fund products among Indian investors will hit the television screens by June. The project was put on the backburner due to the world cup matches which was followed by the recently concluded IPL. Cafemutual first reported this development on 10 Jan 2011.
The campaign aims to demystify mutual funds among people who often equate them with stocks. The budget, estimated to be up to Rs 10 crore, has been funded by all AMCs in proportion to their assets under management. The advertising agency is finalizing the media plan. Details on the language, frequency and the creative theme are not known yet.
AMCs are currently struggling to attract fresh investments. Equity schemes have lost 16.50 lakh folios in FY11.
“We will be finalizing the media plan soon. The ads will not be scheme specific but will try to promote mutual funds as an ideal way of investments. All AMCs are pooling in resources for this campaign, says V Ramesh, Deputy CEO, AMFI.
In a bid to tap potential investors, fund houses have been extensively conducting investor awareness campaigns across the length and breadth of the country to promote the concept of mutual funds.
