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.