Tata Asset Management has launched ‘Get Full Flexibility with Flexi Cap Funds’, a new investor education and awareness initiative designed to demystify Flexi Cap category and show how it can help investors access diversified equity exposure across all market capitalisations through a single fund.
The campaign highlights the importance of flexibility through everyday moments that resonate with Indian investors. The three films use relatable situations like adjusting a car seat for comfort, leaning back in an office chair to stretch, choosing flexible shoes for comfort along with a single question: if flexibility matters in life, why not in investments?
As part of its media strategy, the campaign will be aired on business news channels and will be amplified through Connected TV, digital platforms and social media, supported by regional language versions to reach investors across India.
Commenting on the campaign, Prathit Bhobe, CEO and Managing Director, Tata Asset Management, said, “Equity participation in India is growing meaningfully, and Flexi Cap Funds have emerged as one of the fastest growing categories (Source: Economic Times) in equity mutual funds in India. They aim to benefit investors and fund managers alike as investors gain diversified exposure to large, mid and small cap equities within a single scheme, while fund managers could dynamically adjust allocations based on market conditions. The campaign ‘Get Full Flexibility with Flexi Cap Funds’ aims to increase awareness and drive smarter adoption of the Flexi Cap category. We remain focused on making such categories easier to understand, so investors can make informed decisions aligned to their goals and risk appetite.”
On the campaign launch, Ashish Pawar, Head – Marketing and Corporate Communication, Tata Asset Management, said, “At the core of this campaign lies a powerful insight: in today’s world of constant change and volatility, flexibility is not just a desirable feature - it is essential in all walks of life, including investments. We have tried to communicate a simple message: if flexibility feels right in life, then why not choose an investment that offers flexibility.” through everyday moments in the commercial.”
The films have been conceptualised and produced by Adsto Media House.
