In addition to its mass media advertising, the asset management company plans to focus on non-traditional media to create awareness for its equity schemes. Says Pitambar Chowdhury, senior vice-president, SBI Funds Management Limited: ``We will be focusing on the integration of messages across all the possible media. With a database of around 20 lakh investors, we have already started sending direct mailers.''

Deviating from the traditional route, this time, the SBI has opted for a creative approach to hammer home the benefits of equity investments in general. Created by Ogilvy & Mather Financial & Business Communications, the ad campaign includes POP material, banners, leaflets, direct mailers and exclusive application forms.

``Are you shortsighted...whenit comes to your investments?'' asks the tagline of the print ad. As for its media plans, the agency will be releasing the multi-lingual campaign (English, Marathi, Gujrati, Bengali and Hindi) in all the leading newspapers across the nation.

According to Chowdhury, the objective of the campaign is to broadbase the applications through advertising. ``Essentially, most investors are risk-averse and are reluctant to invest their money. With our effective campaigns, we wanted to awaken them," adds Chowdhury.

In an effort to keep pace with the changing trends in the mutual funds industry, SBI Funds Management Limited has recently revamped its advertising strategy. As part of its revamped marketing strategy, the company has awarded the advertising account of its equity schemes to O&M Financial, just three months ago.

In tune with the prevailing multinational trends, SBI MF's new campaign does not directly talk about the schemes but spells out the benefits of long-term investments. Says Ajay K. Kakar,vice-president & division head, Ogilvy & Mather: ``To grab the attention of the reader, we have taken an aggressive positioning for the advertisement. Which is why, we opted for the provocative headline. The basic objective was to invite investors to invest their hard-earned money in our schemes.''

According to Kakar, the advertising strategy involved jolting the reader out of his complacency. ``And to make him aware that his investment portfolio is incomplete without investments in equity,'' adds Kakar.

According to Sunil Chainani, accounts executive, O&M, the agency has adapted the same communication theme and concept to design the POP materials, banners, leaflets and mailers. ``The headline remains the same in all our communications. But, while designing the applications, we have taken a positive line: `Look into the future','' explains Chainani. The company will be displaying the new banners, posters and POP materials at numerous brokers' offices and investor service centres across the country.