SBI Mutual Fund launches investor education campaign in Tier 2/3 cities

14 Aug,2013

By A Correspondent


SBI Mutual Fund has launched SBI Fund Guru, a pan-India, multi-lingual multi-media investor education campaign, which a communiqué says is “considered to be the first in the asset management industry in recent times”.


The campaign’s creative strategy gives SBI Fund Guru, a warm, friendly and welcoming face 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.


Said D P Singh, Chief Marketing Officer – Domestic Markets, SBI Mutual Fund: “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. SBI Fund Guru Campaign revolves around making investors understand mutual funds as an asset class better. The more and better we understand mutual funds, the more affinity we build. The SBI Fund Guru campaign in essence, creates that personification not just for SBI MF but for the Mutual Fund category itself.”


Added Sakshi Dalela, Head – Corporate Communication: “Generally it is perceived that Investing in MFs is complicated and hence to address these fears and concerns, we created an affable animated character ‘SBI Fund Guru’ who would explain simple analogies and demystify oft-used jargons.”


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