Great opportunity for IFAs to connect with digital audience


Aditya Birla Sun Life AMC commenced #MutualFundTalk 18 months ago. The objective was simple. Facebook Live being such an engaging platform could provide a stage to interact with the audience in a not-so-intrusive manner. ABSL leveraged this social media feature and started #MutualFundTalk to directly talk to the audience and solve their mutual fund related doubts. ABSL’s fund managers were a part of the show in phase 1. The activity was an instant hit and saw a pool of questions flooding from the very first episode. There were 35 episodes in all with a variety of topics. The total number of views this activity garnered was over 8 Million and overall average reach was over 1 Million. Some of the notable topics were: How women can plan their finances, myths around SIP, how to Plan your retirement, How to build a good portfolio, planning for your finances, Will debt funds make for a good investment this year and 10 mistakes to avoid financial planning etc.

Now, as the company moves on to the next leg of #MutualFundTalk, it has decided to give its IFA partners a stage to showcase their advisory capabilities. This activity is the first in its category as Aditya Birla Sun Life Mutual Fund is the first brand to extend its digital audience to its network of distributors. So far, 11 IFAs have been featured on the show who have a personal know-how of customer mind-set, their episodes were a mix of education and information for investors who found their personised advice and guidance valuable. This is a unique opportunity for IFAs to engage digitally with a large and growing pool of investors and help spread more financial literacy amongst the people.

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