Birla Sun Life Asset Management, the investment manager, has launched an investor education campaign that focuses on the importance of mutual funds.

"Khushaali ki Gaadi," the title of the campaign, is characterised by dedicated vehicles visiting select spots in the cities at a fixed time. The vans dedicate their time to resolve investor queries while on site using advanced technology, such as mobile calculators, financial messages made through SMS and out-bond dialers and radios. 

The company aims to create greater awareness about mutual funds and promote them as effective investment tools. Mutual funds are a collective schemes that pool investments from various individuals to buy stocks, bonds, short-term money market instruments and other securities. The key target market of the campaign are people who use traditional saving instruments. 

"By enhancing knowledge about various investment vehicles, the campaing will enable the to choose investment options that best suit their needs by enhancing wealth creation," said A Balasubramanian, the chief executive of Birla Sun Life Asset Management.

"We believe the Indian mutual funds industry has a huge potential for growth. The impediment so far has been a lack of awareness among the public about the benefits that they can derive from investing in mutual funds," added Balasubramanian.