Campaign India Team
Apr 07, 2021

Tata Mutual Fund believes ‘self-belief is the greatest investment’

Watch the campaign conceptualised by Grey India here

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.”
 
 
Source:
Campaign India

Related Articles

Just Published

7 hours ago

WPP has appointed Cindy Rose, a senior Microsoft ...

She is already a WPP non-executive director on its board.

11 hours ago

Small town, big spark: Solar flips the script

Adani’s new campaign highlights rural transformation, but also exposes urban assumptions about who gets access to progress.

12 hours ago

Beyond Cannes: Why creativity needs unlearning, not ...

Some of India's creative leaders reflect on their experiences at Cannes, from rethinking the definition of creativity to pushing past category norms at Cannes Homecoming.

14 hours ago

Linda Yaccarino steps down as CEO of X

Yaccarino wrote on X that she will ‘cheer’ on the company’s remaining team as they ‘continue to change the world.’