Campaign

Bailouts, ad-campaigns and of course, M. Damodaran (who took over as the chairman of UTI) were some of the changes that swept though the entity (and thankfully so!) during the post-crisis years. UTI mutual funds (was established in 2003 after the repeal of UTI Act 1963), however, endeavoured to re-establish itself and spent crores on promotional campaigns (in addition to M. Damodaran, the new Chairman’s efforts to reassure the investor community) in order to change the perception of the investors. And boy, did it succeed! The recent past has only seen public trust rising in its favour. One recent campaign which stands out in this respect is the ‘UTI ke desh mein aapka swagat hai’ campaign, which worked wonders for it.

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Source : IIPM Editorial, 2007

An IIPM and Malaya Chaudhuri – Arindam Chaudhuri Initiative