One fine example of a brilliant marketing campaign was the “mutal funds sahi hai” by the Securities Exchange Board of India (SEBI). This campaign was targeted towards people from all income classes and their hesitation of investing their savings in the share market. The campaign was executed with a series of short videos where we can see a conversation between 2 individuals in different scenarios linking the real life situations with the situation in the share market. SEBI came up with a very catch yet apt tagline “mutal funds sahi hai”
The primary objective of this campaign was not only to educate people about the benefits of investments but also to change their perception of investment planning. SEBI successfully managed to divert its association from “Mutual funds are subject to market risk. Please read the offer documents carefully before investing” to “mutal funds sahi hai”. This campaign successfully encouraged people to make small but regular investments thus increasing the ROI of the campaign. According to Association of Mutual Funds in India, fund houses added an average of 8.8 lakhs accounts every month with an average size of Rs. 3300 per SIP account. Thus it can be said that “mutal funds sahi hai” was a successful marketing campaign that not only managed to generate a high ROI but also changed the common man’s perception towards the share market by leaving a long lasting impression.
Now this may come as a surprise but, the business schools can also be held responsible for recent marketing blunders. The market trends are changing rapidly but the business schools are still 40-45 years behind the recent trends. This restricts the students with coping up with the current marketing trends resulting in marketing blunders.
Hence it can be said that Marketing requires a lot of ideation, creativity, market research, successful implementation thus making it a task where one needs to have high intellectual level. The only reason why Marketing is seen as less intellectual is the poor ideation, placement, creativity and implementation of the campaigns.
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