Tata Mutual Fund, under its ‘Desh Kare Nivesh’ initiative, has unveiled a digital-centric campaign dubbed ‘Index Funds Simple Hai’. This campaign is tailored to resonate with Gen-Z and Millennials, employing a blend of relatable metaphors drawn from everyday experiences to demystify the Index Funds category.

Comprising a series of 9 videos, the campaign adopts an imaginative approach, incorporating cricket analogies, depictions of routine activities like cooking noodles or blending smoothies, and light-hearted content to underscore the simplicity associated with Index Funds. For instance, one video draws parallels between scoring runs in a cricket power play and investing in an index fund, illustrating the swift and hassle-free nature of the latter.

Through this initiative, Tata Mutual Fund aims to encourage novice retail investors, particularly Gen-Z and Millennials, to explore index funds. It underscores the advantages of index funds, particularly their cost-effectiveness and ability to mirror market returns, making them an accessible investment avenue for young adults planning their financial futures.

Prathit Bhobe, CEO and Managing Director of Tata Asset Management, remarked, “Index funds provide investors with a distinctive opportunity to mirror the composition and performance of financial market indices while maintaining lower expense ratios, rendering them a savvy choice for investors.” He highlighted the substantial growth of the index fund category in recent years, with Average Net Assets Under Management witnessing a notable 46% surge from Rs. 1.44 lakh crore to over Rs. 2.11 lakh crore in FY 2023-24.

Ashish Pawar, Head of Marketing at Tata Asset Management, emphasized the campaign’s use of cricket terminology and everyday activities to elucidate Index Funds to Gen Z and Millennials, recognizing their interest in taking control of their finances but acknowledging the challenges of navigating the investing landscape.

The campaign harnesses the reach of digital platforms, where young investors predominantly engage. Content will be primarily tailored for mobile consumption, with short, informative explainer videos in formats such as Reels and thumb-stoppers, complemented by social media posts, to delve into the intricacies of Index Funds.

Subscribe Advertising Reporter Newsletter

Signup to receive your daily updates of Media Industry Insights on Advertising, Agencies, Media and Marketing.

Just confirm your subscription and we are officially friends.

Leave a Reply

Your email address will not be published. Required fields are marked *