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| AMC Speak |
29th March 2012 |
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| Promoting SIP, Filmi Istyle... | ||||
| Kaiyomurz Daver - Vice President, Head - Marketing, Brand & Corporate Communications, Kotak MF | ||||
Talk the language of your client, if you want the message to get across : that's the mantra that Kotak MF has embraced with this new initiative to help investors understand the value of SIPs. Kaiyomurz says that since almost all Indians relate to Bollywood, his team decided to create a SIP message in true Bollywood style. |
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WF : How did this idea develop? Kaiyomurz : Bollywood and cricket are 2 things which unite people in India. The drama and action of films have captured our imagination for generations. We thought of adding all the elements of a Hindi film packed with drama and action to a simple communication of Systematic Investment Plan (SIP) WF : What is the story about and what does it have for the potential investor? Kaiyomurz : Well, the story revolves around one Inspector Raj and his old friend turned foe Chai Can. Raj is suspicious about the wealth which Chai Can has accumulated over the years and wants to nail him down. Chai Can, on the other hand explains to Raj that his wealth is due to careful financial planning and the long term wealth building potential of SIP. We believe that the viewer will enjoy the entertainment value of a film and get the powerful message of SIP through this audio visual. WF : As a distributor of MF's how can one use this AV? Kaiyomurz : We plan to send branded CDs to our channel partners and also send a viral link to them. They can then play it during their presentations / road shows, to their clients or gift them a copy. Also the av will help in making a potential new investor more open to the idea of SIP. |
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