NSE plans ad campaign during cricket world cup to promote new Nifty logos

The National Stock Exchange (NSE) on Tuesday unveiled a new brand identity for its Nifty indices, in a fresh push to garner flows into exchange-traded funds (ETFs).

“The new logo for the Nifty will further strengthen its identity as the leader in the index space. We will continue to develop innovative indices for various investment products that are useful to retail as well as institutional investors,” said Vikram Limaye, managing director and chief executive, NSE.

In the new logo, the letter ‘N’ depicts an upward rising graph, which the bourse says signifies growth and momentum, and also captures “the new direction for the Indian capital markets”.

The NSE also plans to launch advertisements on Nifty ETF during the ICC Cricket World Cup, which begins on Thursday. The ad campaign features a series of one-minute ads that explains the benefits of investing in the Nifty 50 ETF. According to NSE, nearly 78 per cent of ETF assets are pegged to Nifty indices. In total, there are 58 ETFs tracking Nifty indices, of which nine are in the international markets with assets of over $10 billion. 

Nifty indices compete with the BSE indices in the domestic market.

The assets under management (AUM) of Nifty 50-based ETFs stood at Rs 69,000 crore at the end of March 2019, up 66 per cent year-on-year. AUM for ETFs tracking Bank Nifty ETF have more than doubled in the past one year to Rs 15,000 crore.

While ETFs is a big segment in the global asset management industry, it is still a miniscule portion of the total equity AUM domestically.