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Tag: Ashish Pawar

  • Tata Mutual Fund leverages CTV advertising for “Index Funds Simple Hai” campaign

    Tata Mutual Fund leverages CTV advertising for “Index Funds Simple Hai” campaign

    Mumbai: Tata Mutual Fund leverages the growing popularity of connected TV (CTV) advertising to reach potential investors and educate the existing customer base with its ‘Index Funds Simple Hai’ campaign. As a part of its ‘Desh Kare Nivesh’ initiative, the campaign demystifies the Index Funds category for investors through light-hearted everyday situations and relatable characters.

    Through a series of three short ad films, the campaign uses humor and daily scenarios to convey a straightforward message: Life may be complicated, but investing doesn’t have to be. By comparing confusing academic theories, weight-loss jargon, and intricate recipes with the simplicity of investing through index mutual funds, Tata Mutual Fund shows that while life can be complicated, investing doesn’t have to be. For example, one video compares solving a complex mathematical equation in a classroom to investing in an index fund, highlighting the ease of the latter.

    The core idea of the campaign is the ease and simplicity of investing in index funds. Further, it sheds light on key attributes, such as lower fees, quick and hassle-free investment option and effortless mimicking of the market. Through this campaign, Tata Mutual Fund targets diverse range of audiences, from young professionals to seasoned individuals.

    Tata Asset Management CEO and MD Prathit Bhobe said, “At Tata Mutual Fund, we are helping individuals make informed investment choices. Index funds are one of the smart option for investors of all backgrounds, offering the potential benefit of mirroring market indices with lower expense ratios. As per the latest available data, last year, index funds saw remarkable growth, with Average Net Assets under Management soaring from Rs. 1.69 lakh crore (April 2023) to over Rs. 2.18 lakh crore (April 2024), making them a prudent option for a well-rounded portfolio” (Source: AMFI)

    The brand harnesses the power of CTV, complemented by social media and targeted online advertising, effectively addressing the evolving viewing habits, especially among younger demographics.

    Tata Mutual Fund has collaborated with Hotstar for the campaign’s debut as part of the ICC Men’s T20 World Cup tournament starting on 3 June.

    On the campaign launch, Tata Asset Management head-marketing Ashish Pawar said, “We’re thrilled to harness the power of CTV and other digital platforms to demystify index funds. Our campaign aims to inspire a new generation of investors to invest in Index Funds aiming for long-term growth and success.”

    The series of films have been conceptualized and produced by Adsto Media House.

  • Investing unwrapped: Tata Mutual Fund’s witty approach to index funds

    Investing unwrapped: Tata Mutual Fund’s witty approach to index funds

    Mumbai: Tata Mutual Fund’s latest campaign, ‘Index Funds Simple Hai’, is rewriting the playbook on investing for a new generation. Through a digital-first campaign under the ‘Desh Kare Nivesh’ umbrella, Tata Mutual Fund aims to demystify index funds for Gen-Z and Millennials.

    By weaving relatable metaphors from everyday life and cricket analogies into a series of nine engaging videos, the campaign delivers a clear message: investing in index funds is as simple as scoring runs in a power play. With a focus on simplicity and cost-effectiveness, Tata Mutual Fund invites young investors to explore the world of index funds and take charge of their financial future.

    Indiantelevision.com caught up with Tata Asset Management head of marketing Ashish Pawar to gain more insights on the campaign and Tata Mutual Fund’s marketing strategies.

    Edited Excerpts:

    On Tata Mutual Fund’s ‘Index Funds Simple Hai’ campaign creatively using relatable metaphors, like cricket analogies, to demystify investing for Gen-Z and Millennials

    Tata Mutual Fund’s ‘Index Funds Simple Hai’ campaign ingeniously utilizes relatable metaphors, such as cricket analogies, like taking an easy catch or scoring runs in power play to investing in index funds for Gen-Z and millennials. Through a series of nine reels, the campaign creatively employs humorous content, to convey the message of simplicity associated with index funds. For instance, one video compares scoring runs in a cricket match during power play to investing in an index fund, illustrating that investing in such funds is quick and hassle-free.

    On the specific benefits of index funds that the campaign emphasizes to attract young investors

    The campaign specifically highlights the benefits of investing in index funds. It emphasizes advantages such as a low expense ratio, quick and hassle-free investment options, and the ability to replicate index returns. By focusing on these features, the campaign aims to encourage young people to consider index funds as a starting point for building their wealth and achieving financial goals.

    On AI and new-age technology contributing to enhancing Tata Mutual Fund’s marketing strategies and audience engagement efforts

    We have been using AI in various ways, Here are a few examples:

       Audience segmentation and creating right cohorts through AI. 
       Predictive analytics to understand user behaviour and customise his experience on our website. 
       Create AI videos for our fund managers.  
       Create content with AI tools. 
       Chatbots on our website. 
       Email marketing optimisation. 
       Programmatic advertising.

    On ensuring the campaign’s message resonates with its target audience amidst the noise of digital marketing

    In the campaign, we have used compelling visuals, catchy headlines, and concise copy to capture attention quickly and communicate our message effectively. Our campaign message is very direct, i.e. Index Funds Simple Hai & the campaign creatively employs familiar visuals of everyday activities like making noodles or smoothies and cricket analogies along with humorous content that resonates with the target group and drives the message about investing in index funds.

    On any standout moments or feedback received from the campaign’s target audience since its launch

    It is too early to comment on the feedback, but we have received a few feedbacks and queries about Index funds on our social media.

  • Tata Mutual Fund’s campaign simplifies index fund investing

    Tata Mutual Fund’s campaign simplifies index fund investing

    Mumbai: Tata Mutual Fund, as a part of its ‘Desh Kare Nivesh’ initiative, has launched a digital-first campaign titled ‘Index Funds Simple Hai’. This campaign aims to demystify the Index Funds category for Gen-Z and Millennials, using a relatable mix of metaphors focused on everyday experiences.

    Featuring a series of 9 videos, the campaign utilizes a unique creative approach, using cricket analogies, relatable visuals of day-to-day activities like making noodles or smoothie, and humorous content to highlight the message of simplicity associated with Index Funds. For example, one video compares scoring runs in a cricket match during a power play to investing in an index fund. It showcases that investing in an index fund is quick and hassle-free.

    Through this campaign, Tata Mutual Fund encourages new-to-market retail investors, typically Gen-Z and Millennials, to invest in index funds. It highlights the benefits of index funds, especially their cost-effectiveness, and how they aim to replicate market returns, making it a clear and achievable investment option for young adults when considering their financial future.

    Tata Asset Management CEO and managing director Prathit Bhobe said, “Index funds offer investors a unique opportunity by mirroring the composition and performance of financial market indices while maintaining lower expense ratios, making it a smart choice for investors. In recent years, the index fund category experienced remarkable growth, with Average Net Assets Under Management soaring from Rs. 1.44 lakh crore to over Rs. 2.11 lakh crore in FY 2023- 24, marking a notable 46% increase. Building on this momentum, index funds are evolving beyond traditional market trackers. Fund Houses are introducing new products that include sectoral funds and precious metals. This innovation expands the index fund universe, catering to diverse investor needs. Whether a seasoned investor or a newcomer, index funds offer a compelling path to a well-rounded portfolio.” (Source: AMFI).

    Adding to the same, Tata Asset Management Head-Marketing Ashish Pawar said, “We know that the young investors are interested in taking charge of their finances, but navigating the world of investing can feel daunting. Our campaign uses the familiar language of cricket, alongside relatable everyday activities to explain about Index Funds to Gen Z and Millennials.”

    The campaign leverages the power of digital platforms where young investors spend most of their time. Content will be primarily created in a vertical format, perfectly optimized for mobile consumption. Short, informative explainer videos like Reels and thumb-stoppers, along with social media posts, will delve into the concept of Index Funds.

    The brand campaign will go live across various digital and social media platforms for targeted reach based on audience demographics and custom intent signalled through online behaviour. For instance, the creative approach might be tailored differently for those who are entirely new to investing compared to those who have already begun researching investment options.

    The series of films has been conceptualized and produced by Brooomsticks Productions and target a broad audience of Millennials and Gen-Z.

    Disclaimer: • An Investor Education & Awareness Initiative by Tata Mutual Fund • To know more about KYC documentation requirements and procedure for change of address, phone number, bank details etc., please visit: https://www.tatamutualfund.com/investor-education. • Please deal only with registered Mutual Funds, details of which can be verified on the SEBI website under ‘Intermediaries / Market infrastructure institutions. • All complaints regarding Tata Mutual Fund may be directed to service@tataamc.com and/or https://www.scores.gov.in (SEBI SCORES portal) • Nomination is advisable for all folios opened by an individual, especially with sole holding as it facilitates an easy transmission process. • This communication is a part of the investor education and awareness initiative of Tata Mutual Fund.

    The views expressed in this article are personal and in is no way trying to predict the markets or to time them. The views expressed are for information purposes only and do not construe to be any investment, legal or taxation advice. Any action taken by you based on the information contained herein is your responsibility alone and Tata Asset Management Pvt. Ltd. will not be liable in any manner for the consequences of such action taken by you. Please consult your Mutual Fund Distributor before investing. The views expressed in this article may not be reflected in the scheme portfolios of Tata Mutual Fund. The views expressed are based on the current market scenario and the same is subject to change. There are no guaranteed or assured returns under any of the schemes of Tata Mutual Fund.

    Mutual Fund investments are subject to market risks, read all scheme-related documents carefully.

  • Posterscope India executes an innovative campaign for TATA Mutual Fund

    Posterscope India executes an innovative campaign for TATA Mutual Fund

    Mumbai: In its most recent innovative campaign, Posterscope, an OOH (out-of-home) specialist agency from dentsu India, has executed an ambush advertising strategy for TATA Mutual Fund. Drawing inspiration from the ICC Cricket World Cup’s tagline, ‘It takes ONE DAY’, the brand announced ‘ONE DAY’ as the slogan for its new campaign – emphasising the power of investing through SIP to realise one’s financial goals.

    Located next to a massive 120×120 billboard at Bandra ROB (Road Over Bridge) in Mumbai, the campaign cleverly capitalises on ICC’s communication to highlight TATA Mutual Fund’s core messaging of achieving dreams through strategic and dedicated investment. It effectively conveys the brand’s ideology in a manner that resonates with the public, while remaining compliant with legal and ethical standards.

    Speaking on the campaign, Posterscope India MD Imtiyaz Vilatra said, “The execution was possible only because TATA Mutual Fund trusted us. The strategic placement was facilitated by our extensive industry network.”

    TATA Mutual Fund head of marketing Ashish Pawar added, “Our campaign stems from this insight that every individual has that dream of achieving their goals One Day, be it a secured retirement, or funding for their child’s future. In the current context, with One Day cricket being the talk of the town, we knew we had to leverage this opportunity through various mediums, to make people realise the importance of investing today, to get closer to their ‘One Day’. That is where our campaign thought comes in – ‘Karo Apne #OneDayInnings ki shuruwaat, SIP ke saath’. With this campaign, we aim to urge people to take the first step towards investing in TATA Mutul Funds through SIP.”