Kotak Securities Ltd, a subsidiary of Kotak Mahindra Bank Ltd, has unleashed a multimedia campaign 'StartNow’.

According to a release, the campaign is aimed at making retail investors take informed decisions about investing in the capital markets now.

At the heart of the campaign are the "research backed insights'' of KSL and the use of "smart technology''.

The campaign has been launched through television commercials in eight languages, outdoor campaign in 15 cities and by reaching out to audiences in cinema halls and through Internet across the country.

The company said that its strategy was supported by a recent study that it had made, which showed that investors preferred "knowledge support and access across devices to markets''.

Kotak Securities pointed out that the markets were on fire and the undertone was bullish. Big ticket and institutional investors benefited from their research prowess and raked in profits ahead of others. But retail investors generally fell victims to tips and were left "holding incorrect stocks or stocks at a very high valuation’. But this is set to change.

Trivikram Kamath, CFO & Head - Operations & IT, KSL, said generally retain investors were "late entrants in equity markets'' and they ended up "chasing overheated stocks as well as wrong stocks''.

Hardly a few were equipped with astute stock picking skills. KSL, through its media and outdoor campaign, was trying to reach out to retail investors, particularly "fence sitters'', to make them begin investing early.

What worked in favour of KSL customers was the company’s "robust research and analytics'' which he said the customers could also access through Internet and mobile handsets. This enabled the retail investors to gain from the "acche din in the stock markets''.

According to KSL, with 1,147 branches, franchisees representative/satellite offices across 367 cities, it has handled more than 5,00,000 secondary market trades a day and has a customer base of close to a million.

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