Canara Robeco Mutual Fund is the second oldest Mutual Fund in India, established in December 1987 as Canbank Mutual Fund. Subsequently, in 2007, pursuant to a joint venture between Canara Bank and ORIX Corporation Europe N V (OCE) (formerly known as Robeco Groep N V) in the asset management company, OCE was inducted as a Co-Sponsor in the Mutual Fund which was renamed as Canara Robeco Mutual Fund. Canara Robeco Mutual Fund offers investment options, including diversified and thematic equity schemes, aggressive and conservative hybrid funds and a wide range of debt products.
Medianews4u.com caught up with Gaurav Goyal, National Head – Sales & Marketing, Canara Robeco Asset Management Company Ltd.
Q. Hyper personalisation is growing in importance across categories. For mutual funds how important is this area?
Hyper-personalisation is becoming increasingly important across industries, and the mutual fund sector is no exception. Investors are no longer looking for one-size-fits-all solutions; they want products that align with their personal goals and emotions.
At Canara Robeco, we have taken curating personalised experiences for investors seriously. We recently launched Goal SIP to address this need. Unlike traditional SIPs, Goal SIP allows investors to link their investments directly to specific goals like buying a house, funding children’s education or planning for retirement. It is a way to hyper personalise investments. Goal SIP enables investors to name their investments after personal milestones or dreams.
This personal connection helps investors feel more emotionally invested in their goals. With real-time tracking of progress, goal amounts, and timelines, Goal SIP makes it easier for investors to stay committed and motivated on their journey toward financial success.
The tool went live on BSE Star MF, MFU and NSE NMF. We have enabled it through exchange platforms and integrated details and account statements through RTA.
Q. From a marketing perspective, is investor education going to be the key priority and goal of Canara Robeco Mutual Fund in 2025?
Yes! We’ve always believed that informed investors are empowered investors. We have already had our ongoing investor education initiative, ‘smarTomorrows’, which is designed to equip individuals with the knowledge and confidence to make sound financial decisions.
Further strengthening this commitment, we have launched an on-ground awareness programme through a dedicated Nivesh Bus Yatra to bring financial literacy directly to communities.
Additionally, we have partnered with a financial publication to feature weekly articles on a range of investor education topics. We have also developed a variety of collaterals to simplify and explain these concepts to investors in simple terms.
Q. How did the idea of the ‘Kya Baat Hai!’ campaign come about? What are the various facets of it?
The ‘Kya Baat Hai!’ campaign was designed to demystify the complexity around mutual fund investing and make it easier for more people to understand. We wanted to deliver simple facts about mutual funds in a format that feels relatable and memorable.
Using everyday situations where investors come across lesser-known but important facts, the campaign captures their moment of surprise with the phrase ‘Kya Baat Hai!’, which is a common expression of appreciation and realisation.
This campaign is part of our larger investor education initiative, smarTomorrows, and aims to encourage more informed and confident financial decisions. This campaign went live across platforms like YouTube, Instagram, LinkedIn, and Facebook, and was also amplified through print, outdoor media, and branded cabs to ensure wider reach. All our campaigns are directed to promote the power of 3S – SIP, STP and SWP.
Q. What other marketing innovations can we expect? Will marketing be a mix of traditional and digital media?
As marketing evolves in the mutual fund industry, the focus is shifting from just product promotion to meaningful engagement and investor empowerment. At Canara Robeco Mutual Fund, this shift is at the centre of our marketing strategy in 2025.
We are committed to combining innovation with a balanced media mix—leveraging both traditional and digital channels to reach and educate investors.
Our recent rap song launch for Canara Robeco Multi Asset Allocation Fund is a strong example. It simplifies the concept of diversification across Equities, Debt, Gold, and Silver using perhaps the most powerful communication tool – music.
We also plan to do more on ground and interactive engagement with investors to encourage long-term, disciplined investing and informed wealth creation.
Q. Does most marketing usually happen in the January-March period? Or is it more evenly spread out?
Our marketing campaign is spread across the year, as we believe that investing is not a cyclical activity. Financial goals and investment needs arise throughout the year, and consistent engagement helps investors make more informed, timely decisions.
Therefore, concentrating marketing efforts into just three months would not align with our long-term investor education and outreach strategy.
