SBI Mutual Fund targets tier II & III cities with investor education campaign
Christened SBI Fund Guru, the campaign will be showcased across digital television, radio, print, OOH media and during on-ground activations
SBI Mutual Fund has announced the launch of SBI Fund Guru, its pan-India, multi-lingual multi-media investor education campaign.
Christened SBI Fund Guru, the campaign aims to reach out to its diverse investor base, especially in tier II and III cities in an effort to create increased awareness and also demystify the nuances of investing in mutual funds.
The campaign’s creative strategy revolves around SBI Fund Guru, a warm, friendly and welcoming face for the industry with whom investors would feel comfortable interacting. SBI Fund Guru would be showcased across digital television, radio, print, OOH media and during on-ground activations.
SBI Mutual Fund has also created a microsite, wherein the SBI Fund Guru, in a series of animated edutainment TV commercials in nine languages, would explain using simple analogies, the essence behind oft used jargons such as SIP, Asset Allocation, ELSS, online investing, while debunking popular myths about equity/debt funds.
The videos will also be aired on YouTube. The microsite will also feature educative and informative articles on mutual funds, depicting varied features that the asset class would offer, in addition to tools and calculators to enable investors to do their own analysis.
The campaign also aims to attract the younger generation towards mutual funds through its focussed strategy of engaging them on social media channels.
DP Singh, Chief Marketing Officer - Domestic Markets, SBI Mutual Fund said, “Traditionally, Indian investors have been wary of investing in stocks, and considering the global uncertainty and domestic economic subduedness, investors have shied away from investing in mutual funds. The SBI Fund Guru investor education campaign would thus not only help in getting back investors, but mutual fund assets, as well.”
