n a bid to build its brand presence, ING Vysya Mutual Fund has collaborated with CNBC Awaaz to come up with a reality show called Indian Investor of the Year (IIY). While reality shows like Indian Idol or Bigg Boss, had the sole aim of entertainment, the objective of IIY is to provide a platform to people interested in investments and mutual funds.

How and why did the channel think of launching a reality show based on investments and mutual funds? Suresh Venkat, executive producer, CNBC-TV18 and CNBC Awaaz, says, "We wanted to familiarise our viewers with long term investment plans and instead of preaching, we thought that a game show would be the best way to reach out to people." Vikaas M Sachdeva, country head, business development, ING Vysya Mutual Fund elaborates the focus of the show. "We wish to tell people that they may not be fund managers, but if they have the talent, we will give them the opportunity." ... more