The idea was to overcome all the issues and launch the Funds as clutter busters without affecting the regulator’s framework. The funds were launched live on National TV for the very first time in the country, through a single press conference. It was implemented through channel partnership with India TV and CNBC TV 18. The concept was sold to the channels based on our practice of “permission marketing”. SBI MF activated all their distribution channels to watch the live launch of the fund on given dates. The channel ran promos for a week announcing this first of its kind initiative. Distributors got investing public to watch the live launch at various locations in groups in addition to the independent viewing itself. The whole programme was crafted based on the consumer insight of “It’s my hard earned money. I need to know the people I entrust my money with”.

All dealers/distributors appreciated the clutter breaking initiative by SBI MF. 43% consumers were aware of the SBI MF initiative. 78% of them actually watched the full telecast and clearly understood the fund. The fund surpassed all collection expectation. Against target of US$ 360 million, the fund mopped up US$ 580 million.