Mumbai, Nov. 9 -- From opening your first fixed deposit to starting your first SIP (systematic investment plan), the idea of investing has changed dramatically in India in the last decade or so. So has the fate of Nippon India Mutual Fund, the fourth largest in India, managing assets worth over Rs.6.54 trillion for more than 20 million investors. But building brand recall in a highly regulated industry dominated by bigger financial firms is no easy task. Kaiyomurz Daver, Nippon's chief marketing officer, says the trick is to become part of an investor's daily life. Edited excerpts:

We have a tough challenge of building a brand. As the fourth largest, we compete with bank-sponsored mutual fund brands that have decades of customer familiar...