ITV

Tag: Prathit Bhobe

  • 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.

  • 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.

  • Tata Mutual Fund launches nationwide campaign ‘Jab Life Maange More, Badho Mutual Funds Ki Ore’

    Tata Mutual Fund launches nationwide campaign ‘Jab Life Maange More, Badho Mutual Funds Ki Ore’

    Mumbai: Tata Mutual Fund, as a part of its ‘Desh Kare Nivesh’ initiative, has launched a multi-lingual national campaign titled ‘Jab Life Maange More, Badho Mutual Funds Ki Ore’, which is designed to raise awareness about the significance of investing in Mutual Funds through Systematic Investment Plans (SIP). It aims to highlight the life-changing potential of regular Mutual Fund investments via SIPs, empowering individuals to take charge of their financial well-being and achieve their life goals.

    The ad film features multiple characters who aspire to achieve their goals, be it a grand wedding, buying a car or even kickstarting a startup – the film aims to convey that such aspirations can easily be achieved with the power of SIPs in Mutual Funds.

    On the campaign launch, Tata Asset Management MD & CEO Prathit Bhobe said that, “The Mutual Fund industry has experienced substantial growth, with SIP accounts reaching Rs. 7.30 crore and a cumulative collection of Rs. 16,928 crore as of October 2023. These numbers portray the growing popularity of SIPs among Indian investors. Through our campaign, ‘Jab Life Maange More, Badho Mutual Funds Ki Ore,’ we aim to cultivate awareness and provide guidance to potential investors in taking their first step towards Mutual Fund investments, particularly through SIPs. We firmly believe that investing in mutual funds is a way of life that empowers people to take charge of their financial well-being and achieve their life goals.”

    Tata Asset Management marketing head Ashish Pawar added, “Gone are the days when a single income stream sufficed to meet the growing needs of individuals. Our campaign is grounded in this consumer insight and leverages the potency of life stage-based storytelling. The objective is to motivate and encourage individuals to consider investing in mutual funds, particularly through Systematic Investment Plans (SIP). Whether one is planning a dream wedding, launching a startup, securing quality education for loved ones, or purchasing a car, these financial aspirations can be realized through regular investments in mutual funds via SIP. With Desh Kare Nivesh, our Investor Education initiative, we aspire to disseminate financial awareness and equip individuals with the tools to achieve financial independence.”

    The film has been conceptualised and produced by Broomsticks Productions, and targets a broad audience, specifically those aged 25-50. With an estimated spend of Rs 10 crores, the campaign will be executed in two phases, starting with digital and social media, followed by OOH and TV advertising on GEC, business channels, in addition to national and regional news channels.