Tata Mutual Fund has unveiled a campaign that focuses on the power of self-belief. It looks to hold a mirror to the resilience and self-belief mankind has shown at the back of a tough pandemic year. Further, the campaign film draws from Tata Mutual Fund’s 150-year-old lineage.
The film has been conceptualised by Grey India. It revolves around a young India represented by its youth, its women and families, all trying to achieve a better station in life.
MVS Murthy, head – marketing, digital and corp comm, Tata Asset Management said, “We wanted to create a story with a distinct persona that brings together our group’s core ideology, our approach to running our business and a universal thread that can cut across gender, age, geography or life stage. The commercial narrates the story of an aspiring nation, inspiring people to invest in themselves. We now have a universal plank that will resonate with all constituents – investors, corporates and channel partners across the globe. For self-belief belongs to everyone, that’s the nudge our brand attempts to give audiences. We do hope that an idea, that is a way of life for everyone will cut across our B2B, B2B2C and B2C audience pool. Going further, all our communication – brand, fund, partner and employee – will echo the power of ‘Khud Pe Vishwaas’, which is the biggest ever investment one can make and it can power many a dream. And full credit to our agency partners Grey India, for capturing the sentiment and the mood in a contemporary, pacy manner.”