Jamshedpur, Dec 26: Industry body AMFI ( Association of Mutual Funds in India) has launched a multi-city radio campaign to expand the mutual fund (MF) investor base across India.
The campaign, urging individuals primarily in the 25-44 age group to use the MF route to regular savings on a long-term basis, covers Mumbai, Delhi and 20 tier-I and tier-II cities.
The commercials, being broadcast by top FM stations in the metros, tier-I and tier-II cities, project investing in MFs as an effective practice. The campaign will cover Jamshedpur and Ranchi, in addition to Mumbai and Delhi.
The radio investor awareness programme is part of the earlier campaign by AMFI, ‘Savings Ka Naya Tareeka.’ Besides these campaigns, the MF industry has also initiated a ‘District Adoption Programme’ launched recently. As many as 178 districts have been adopted by 32 MF companies in the first phase of the programme. The selection of districts was based on the savings potential seen in the districts.
“Financial awareness is the core aspect to ensure the upward trend in the economy. Although the mutual fund industry has guaranteed a niche place in the finance sector, there is still a long way to go for the awareness to take shape among the working class,” said Sundeep Sikka, chairman, AMFI. “The radio investor education is a very efficient way to reach out to the masses,” Sikka, who is also the CEO of Reliance MF, said.
“Investor awareness is a generation game and does not happen overnight. After successful campaign on TV, we are now looking to leverage the reach of radio to make the campaign more effective,” said V Ramesh, deputy CEO, AMFI.