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By Ramnik Chhabra 07-Nov-2013 | 18:42

Investors today appear to be disenchanted with equities. The reasons are not difficult to gauge. Often lay investors are drawn to equities during bull market frenzies. They simply follow the herd and bet on whatever stocks are popular, without even bothering to understand the businesses the stocks represent. They begin to wrongly equate gambling with investing. When one gamble fails to pay off, they jump to the next, hoping that will. Such a strategy is bound to backfire. When the frenzy dies down, such investors are left impoverished and disillusioned. It isn’t surprising that they move out of equities.

However there is ample empirical evidence indicating that equities outperform other asset classes over the long term. The BSE-Sensex has appreciated at an impressive compounded annual growth rate of 13.4% over the period April 1991 to March 2013. Add to this the tax advantages, transactional ease, liquidity and the relatively low investment threshold compared to real estate or bullion, you would realize few asset classes come even close.

The trick in how to make money through equities can be summed up in 4 words – Buy Right. Sit Tight.

As part of our overall mission to bring back people to start investing in equities in the correct manner, we have created a 360 degree campaign to educate investors around this message. The first part of this campaign is a TV ad enclosed below. The character of The Man from Motilal Oswal (first seen in our previous TVC) re-appears - this time advising disenchanted investors all over the country on how to make money by investing in equities.

To interact with investors and also get them back into the equity fold; we have also created a microsite that provides downloads, videos etc on how to invest in equities.

In addition, this site also has a live Q&A section where investors can ask questions on how to `Buy Right, Sit Tight`. These questions are answered by Motilal Oswal advisors.( over 500 questions answered till date and over 20,000 unique visitors to the microsite)

With this initiative, we hope to not only bring investors back into the equity fold, but also provide new to equity investors a road map on how to invest and make money wisely through investing in equity as an asset class.

Click here to view the Mission Save The Investor TVC