Securities and Exchange Board of India (Sebi) has allowed celebrity endorsements to raise awareness about mutual funds though they cannot advertise for products or fund houses. Will this help or hurt the industry?
Vishal Kapoor,
chief executive office, IDFC Asset Management Company Asset Management Co Ltd
Commitments need conviction. An investment commitment needs much more. Despite its obvious and several proven advantages, a mutual fund as an investment concept needs to be understood by the average saver. It’s only natural that the mutual fund industry has been trying hard to increase understanding and awareness of the benefits of long-term investing, and how mutual funds can help. However, a key question remains: what’s the motivation for our average saver to be interested in listening to this ‘sales pitch’? That’s where a familiar face, a respected voice, a trusted personality can make a big difference.
