Tata Asset Management launches campaign to clarify Flexi Cap fund benefits

Tata Asset Management has rolled out a new investor education initiative titled ‘Get Full Flexibility with Flexi Cap Funds’, aimed at simplifying the Flexi Cap category for retail investors and explaining how the structure enables diversified equity exposure across large, mid and small-cap stocks through a single fund. The campaign addresses a common dilemma faced by many investors: whether to prioritise the relative stability of large caps or seek the growth potential typically associated with mid and small caps. The Flexi Cap format, as outlined by the company, allows fund managers to adjust allocations dynamically across all three market-cap segments depending on market conditions, while adhering to regulatory requirements on minimum equity exposure.

The communication focuses on a central theme of flexibility and uses a set of three films built around everyday situations that underscore the value of adaptable choices. These scenarios include adjusting a car seat for comfort, leaning back in an office chair to stretch and selecting flexible footwear for ease of movement. Each film connects these relatable actions to the principle behind Flexi Cap Funds: if flexibility plays a role in daily decision-making, the same logic can apply to investment choices. By illustrating how a single Flexi Cap Fund can provide simultaneous exposure to large, mid and small-cap equities, the campaign positions the category as a streamlined approach for those seeking diversification without managing multiple schemes.

The media plan integrates business news channels with Connected TV, digital platforms and social media, supported by regional language versions to improve accessibility across markets. This multi-platform distribution is structured to reach investors across various levels of maturity in equity participation, aligning with the rise in retail engagement in mutual funds.

Prathit Bhobe, ceo and managing director of Tata Asset Management, stated that equity participation in India is expanding and that Flexi Cap Funds have become one of the fastest-growing equity mutual fund categories. Bhobe noted that investors benefit from diversified exposure within a single scheme, while fund managers can adjust allocations in response to evolving market situations. He added that the campaign intends to drive awareness and facilitate informed decision-making by making the category easier to understand and by helping investors align their choices with goals and risk preferences.

The films highlight three specific characteristics associated with Flexi Cap Funds. They offer diversification across large, mid and small-cap equities. They allow for dynamic rebalancing based on market movements. They provide professional management aimed at optimising potential growth while balancing relative risk. These attributes are presented through storytelling designed to make the category feel more accessible to new and existing investors.

Commenting on the creative direction, Ashish Pawar, head – marketing and corporate communication at Tata Asset Management, said the campaign is built on the insight that flexibility is necessary in a constantly shifting environment and that the same principle applies to investing. Pawar added that the films attempt to communicate a straightforward message through relatable daily moments.

The films have been conceptualised and produced by Adsto Media House.