Sunday, March 3, 2013

ICICI Prudential AMC talks about the need to educate investors

Nipun Kaushal, Head – Marketing, ICICI Prudential AMC talks about the need to educate investors

Any media vehicle you will be using extensively in the future?
The advertising campaign objective determines the media plan. We look at a multi-media approach to reach our investors effectively. For instance, we look at TV and print to emphasize on product specifics, reach out to smaller cities and get maximum eyeballs. Outdoor is utilised to leverage exposure and presence. Going forward, digital as a medium (though not fully utilised yet) will form an important & integral part of our strategy, given its increasing reach & relevance.

How are you planning to educate people on financial planning?
We believe that category awareness and facilitating financial literacy is crucial to increase MF penetration while benefiting investors. We constantly interact with investors directly through various forums like investor camps, financial literacy drives, et al. For instance, on the tax side we organised roadshows wherein canters with messages about tax awareness were stationed near distributor offices. The objective was visibility and lead generation with due involvement from distributors. The activity helped create a lot of buzz along with increasing awareness amongst investors. This apart, communication through the media by information articles have been regularly initiated. In near future, we plan to do Adverts, custom contact point programmes and distributor meets and also carry out some awareness programmes online.


Source : IIPM Editorial, 2012.
An Initiative of IIPM, Malay Chaudhuri
and Arindam Chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.



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