Kotak MF plans to reach out to students in schools under its investor awareness program.
Taking a cue from its parent company’s TV commercial tagline ‘Aaj Ke Chillar Kal Note Ban Jane Do’, Kotak MF is targeting students by carrying out ground level activities in schools and colleges to evangelize the cause of mutual funds under its investor awareness program. So far, the fund house has conducted these events in three education centers.
Explaining its approach to investor awareness, Kaiyomurz Daver, Vice President & Head of Marketing, Brand & Communication told Cafemutual, “Kotak MF has started creating awareness in corporate houses, housing societies and through state-wide awareness camps with a media house. The fund house has already completed such activities in Maharashtra, Uttar Pradesh, Rajasthan and Gujarat. Apart from this there a few cities which we have adopted where we are planning to do an outdoor campaign.”
Also, under IAP, the fund house is running a column with a print media group to expand their reach.
The topics covered in these programs are related to basics of financial planning, mutual funds and how they work, why one should consider MFs, asset allocation, diversification, various kinds of mutual funds, risk return profile etc.
Through the campaigns, Kotak MF has targeted two sets of people; one set comprises those who save but do not invest and the other set of people those who invest and know about basic financial products, but do not look at mutual funds. “The objective is to show these people, how mutual funds can be used to plan their investments and help them achieve their financial goals,” says Daver.
The fund house claims that its IAPs have seen encouraging response from investors as each event saw an average turnout of 200 investors.