SBI MF launches unique investor education campaign

SBI Mutual Fund, one of the oldest and trusted mutual fund brands, donning the mantle of an industry leader and attempting to rebuild overall affinity towards the mutual fund asset class, today announced the launch of SBI Fund Guru, its unique, pan-India, multi-lingual multi-media investor education campaign, considered to be the first in the asset management industry in recent times.

SBI Mutual Fund’s unique investor education campaign, aptly christened as SBI Fund Guru aims to reach out to its diverse and ever-increasing investor base, especially in Tier II, Tier 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 his own inimitable and affable manner, in a series of animated edutainment TV commercials, each in nine languages, would explain using simple analogies, the essence behind oft used jargons like SIP, Asset Allocation, ELSS, online investing while debunking popular myths about equity/debt funds. The videos would also be aired in different new age sites including YouTube. The microsite would 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.

Interestingly, the campaign also aims to be a category enhancer attracting younger generation towards Mutual Funds, through its focussed strategy of engaging them on social media channels.

Mr D P 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. SBI Fund Guru Investor Education campaign would thus not only help in getting back investors, but mutual fund assets, as well.”

“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.” said Mr. D P Singh, Chief Marketing Officer – Domestic Markets, SBI Mutual Fund.

Ms. Sakshi Dalela, Head Corporate Communication, SBI Mutual Fund said: “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 like SIP, ELSS, asset allocation etc through a series of animated videos. This multi lingual, multimedia, national education campaign, a first of its kind, would help us to educate and create awareness amongst the lay investors across the country.”