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Tag: Tata Asset Management

  • 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 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.

  • Tata Asset Management’s moment marketing is all we need during COVID-19

    Tata Asset Management’s moment marketing is all we need during COVID-19

    MUMBAI: It is difficult to manage being cooped up for days. But by now we all know social distancing and isolation are key to stop the spread of COVID-19 virus. Keeping a low profile is a small sacrifice that we all have to perform for everyone’s safety. The challenge is to be safe and sane during a pandemic.

    Isolating the most social animal on this planet was not going to be easy, and hence, to make the most of this time, Tata Asset Management’s moment marketing initiative gives purpose to those seemingly long hours during #JantaCurfew. According to Tata Asset Management, the main idea was to remind its fellow investors and users to connect with their family in these few hours of togetherness.

    Tata Asset Management’s digital team curated a fun itinerary for the entire family from 7 am to 9 pm. The tasks began with exercising and having a healthy breakfast and included some family-time activities like playing a game of monopoly with the kids.

    The creatives were executed by Finace. Tata Asset Management used digital and social media platforms for this initiative.

    Tata Asset Management digital and marketing head MVS Murthy says, "The #JanataCurfew was for all Indians and we wanted to run a story that cut across demography and geography. And “Family – time” is the most universal idea. We helped people find purpose in their isolation. The idea was to help families all over make the most of their time together. In many ways, it must have given tremendous joy in an otherwise difficult proposition of a lockdown.”

    According to Murthy, if corona calls for social distancing, the campaign brought out the idea that the joys we seek are not outside but right inside our homes. Imagine the cackle a game of monopoly would have brought when some tried to cheat in jest or how our kitchen skills would have got brushed up when the same food you would order in was made at home and one savoured it. At the end of the day we go out for our families; #JanataCurfew was the day you stayed in with your dear ones. In the overall context, the campaign told its audience that you can meaningfully isolate and make a strong chain, while breaking a very dangerous some. 

    He concludes, “The moment our Prime Minister announces #JanataCurfew. We planned well in advance, kept our communication stack ready, announced a 15-hour “ to-do” list on Saturday, and then on Sunday at the stroke of every hour, the focused activity was echoed across our social handles and digital assets. We would like to believe that this is amongst the best #MomentMarketing initiatives globally. Moments are not an isolated event but they gather themselves all the while to create memories. We strung up many a memory and helped sign off the day in gratitude helping audiences count their blessings in these challenging times. However, the proposed itinerary is just not restricted for one single day. We can include this in our lives while we are practicing self-isolation for the coming 21 days.”