Tata Mutual Fund highlights ease of index mutual funds

New Delhi: Tata Mutual Fund leverages 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 aims to demystify the Index Funds category for investors through everyday situations and characters.

Through a series of three short ad films, the campaign uses humor and daily scenarios to convey a message: Life may be complicated, but investing doesn't have to be. 

The campaign compares academic theories, jargon, and recipes with the simplicity of investing through index mutual funds. One video compares solving a complex mathematical equation in a classroom to investing in an index fund, highlighting the ease of the latter.

Prathit Bhobe, CEO and Managing Director, Tata Asset Management, 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)

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 June 3.

On the campaign launch, Ashish Pawar, Head-Marketing, Tata Asset Management, 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 conceptualised and produced by Adsto Media House.