How Tata Asset Management created a jugalbandi of art forms to woo GenZ

Established in 1994, Tata Asset Management is one of the oldest asset management companies in the country. It manages investments of Tata Mutual Fund, a mutual fund registered with SEBI. The company also offers portfolio management services to high-net-worth individuals and advisory services to offshore investors/funds investing into India. As of March 31, 2022, the company had a folio base of approximately over 35,00,000 and an asset base of approximately Rs 86,000 crore.

The brand recently launched its ‘Ye Jugalbandi Hai Sahi’ campaign. As part of its ‘Desh Kare Nivesh’ initiative, the brand’s new investor education campaign aims to spread awareness in the large and midcap category.

In conversation with Adgully, Ashish Pawar, Head of Marketing, Tata Asset Management, provides an insightful glimpse into their recent marketing campaign – ‘Yeh Jugalbandi Hai Sahi’, the campaign objectives, insights into the target audience, and much more.

Could you provide an overview of your recent marketing campaign – ‘Yeh Jugalbandi Hai Sahi’?

‘Desh Kare Nivesh’ is a point of convergence to educate oneself about the growing investor community, to know about investing and get nudged on when to invest. As a part of our ‘Desh Kare Nivesh’ initiative, we have launched our new investor education campaign, ‘Yeh Jugalbandi Hai Sahi’, to spread awareness on investing in the Large and Midcap category. We wanted to reach out to today’s new age consumers and make them understand the benefits of investing in Large & Midcap Mutual Funds in a simple yet effective manner.

As the new age consumer connects with music and dance in their daily life, we choose various art forms to drive the message across.

The 21-day long campaign includes digital amplification of ads and creatives across social media platforms like Twitter, Facebook, Instagram, LinkedIn, YouTube and across prominent financial portals.

What were the primary objectives and goals of this campaign?

As the campaign, ‘Yeh Jugalbandi Hai Sahi’, is a part of our investor education initiative, the primary objective is to create awareness around the importance of investing in Large and Mid cap Mutual Category and drive consideration among the GenZ and Millennials.

We see two important goals for our campaigns in the first phase:

• Extensive Reach: Reach out over 35 million plus audience across diverse segments to create a buzz about the campaign.
• Website Traffic: To drive maximum traffic back on our website page of ‘Desh Kare Nivesh’ and create awareness around our Investor education initiative.

What inspired the idea to incorporate art as a central element in your overall messaging?

Art as a form is understood by today’s new age consumers, they connect with music, dance, and various art forms.

Keeping this in mind, we came up with a concept of ‘Yeh Jugalbandi Hai Sahi’ by leveraging various art forms like music and dance, to explain the art of investment and further educate investors about large and midcap category.

As we all know that in the world of investments, a unique harmony is created when stability and growth come together. In the similar manner, we took Jugalbandi in the art forms like musical instruments like Sitar played by Maestro and Guitar played by prodigy to explain the benefits of investing in large and mid-cap mutual funds.

How do you plan to sustain and further build upon the momentum generated by this campaign for long-term investor engagement?

As this is a pure digital campaign, we are doing Search Engine Optimisation (SEO) and Search Engine Marketing (SEM) campaigns to drive awareness and engage with the audience.

We are also doing lot of remarketing campaigns and using various mediums to re-target and engage with the audience on the regular basis.

In the second phase, we are driving affinity-based campaigns through Google Display Network (GDN) and video based campaigns with specific financial portals.

Could you share insights into the target audience you aimed to reach with this campaign?

According to a report by CAMS, the mutual fund industry has witnessed an influx of 84.8 lakh new millennial investors in the last five financial years (FY19- FY23), cornering 54 per cent share of the new investor base, on the back of massive awareness campaigns, conducive market conditions and digital access. Noting the high influx of millennials towards investing, we are targeting GenZ and Millennials through this campaign.