On the back of the Diwali festivities, a mint fresh campaign has been launched by Tata Mutual Fund. The two-track campaign running in parallel colours itself with every festive day in one track, while the other weaves the story of SIPs. “Building a living Brand” is how the AMC sees its marketing efforts evolve.
The campaign marks the five days of Diwali and puts up a checklist of three things that one can do on each of the days as revery activity is special and specific to that particular day of Diwali. It’s a joyous moment that brings together the entire family. Much like investments in isolation could at best be a flicker, but an allocation between equity and debt, gives the portfolio enough balance to pivot on. This could improve chances of wealth creation over the long term.
The second track covers SIPs. Simply put one light is not enough to light a home. That’s why we light many lamps to welcome wealth in Diwali. Similarly, every long-term and short-term need can be achieved with multiple SIPs. The light and the investments grow over time. And every light could light the other to set up a chain of brightness. Similarly, one SIP could lead to other and be available at different milestones.
Considered as the most auspicious time for new beginnings, Diwali is an opportune time to begin the investment journey.
The campaign builds on Tata Mutual Fund’s brand theme of Khud Pe Vishwaas Hai Sab Se Badi Investment and nudges one to make #VishwaasKaTyohaar at every given celebratory opportunity. It plays out across all the social media, digital and organic communication channels of the AMC.
“We see Tata Mutual Fund as a brand ensconced amongst the joys of our Investors and channel partners. That’s our way of perhaps making every day a high point or festivities that give us joy, a purpose-led orientation. It’s a natural pulpit for a clarion call to make,” said MVS Murthy, head, Marketing and Digital, Tata Asset Management.
