The campaign has a universal appeal across language, age, gender, location and also to all types investors
Tata Asset Management has announced the launch of Tata Focused Equity Fund campaign. The TATA Focused Equity Fund NFO campaign attempts to ‘Take the Blur’ out of investing in Mutual Funds. The AMC has launched a multi-media campaign for this fund with the launch of TVC which will be taken on OOH medium too. The campaign has a universal appeal across language, age, gender, location and also to all types investors - including those testing waters.
The TVC features a protagonist who seems to have trouble viewing things. The ophthalmologistis the metaphor for the fund house or the distribution channel - IFA / Banks / Online Platforms and National Level Distributors. He helps take the "blur" out by defogging the content with TataFocused Equity fund.
MVS Murthy, Head Marketing and Digital Communications, Tata Asset Management, said that,"Taking the blur out needs to be seen and not heard. Hence, we created a silent film. The otheridea was that a visual narrative will always have common denominator of understanding. Thus,not only seasoned investors or folks in the metros, but also, first time investors and those in tier2, tier 3 cities, would have an opportunity to connect. We are focused on helping the industrybring new investors from newer geographies. The effort is towards creating an inertial shift.
