L&T Mutual Fund launches a digital campaign Investing Ke Aam Tarikey

L&T Mutual Fund today announced the launch of a digital campaign titled ‘Investing Ke Aam Tarikey’ for creating awareness on the Flexi-cap fund category. Using mangoes or ‘Aam’, the campaign aims to explain the characteristics of a Flexi-cap fund to investors, in a simple yet appealing way.

While mutual funds are broadly classified as Equity, Debt and Hybrid, between these three categories there are several sub-categories as well, that cater to different investment goals. Flexi-cap category in equities is one such category that has limited investors awareness and L&T Mutual Fund through this 30 second film, uses the sizes of mangoes (large, mid and small) to convey the characteristics of the fund, as this category invests in companies across the market capitalisation spectrum, i.e. large-cap, mid-cap, and small-cap stocks.

The objective of the campaign is to simplify, educate and create awareness about the Flexi-cap category in a way that will help investors connect the dots effortlessly. ‘’Who does not like mangoes?” says Mr Kailash Kulkarni, CEO, L&T Mutual Fund “Our digital campaign is aimed to reach out to investors and raise awareness around Flexi-cap funds as we have observed that the younger fraternity of investors often get confused between the various scheme sub-categories and their investment goals. In this regard, here through storytelling, mangoes are as a catchy metaphor to help investors understand the category of Flexi-cap funds.’’

Mr. Kulkarni further added, “A Flexi-cap fund, by nature of the fund, aims to offer both value and growth to investors while striking a balance between risk and volatility in a single portfolio. Through this campaign, we aim to serve the dual purpose of educating investors as well as further building the category.” The fund house aims to reach out to working professionals (men and women between 21-45 years of age) across geographies through a well-rounded digital campaign including social media platforms - Facebook, Twitter, LinkedIn and YouTube – as well as through the Amazon app, FireTV, on financial news portals and digital contests.

Mr. Ankur Thakore, Chief Distribution Officer, L&T Mutual Fund said, “The campaign Investing Ke Aam Tarikey helps contextualise Flexi-cap fund features which involves investing in large-cap, mid-cap and small-cap stocks through one portfolio as opposed to only investing in single cap stocks. The idea was to take a simple situation that everyone is familiar, in this case kids and mangoes, to drive the message, that even a child at home can easily pick up on a conversation and understand the fundamentals of Flexi-cap funds.” Flexi-cap schemes are a category of equity mutual fund scheme introduced by SEBI in November 6, 2020.They are open-ended dynamic equity schemes investing across large-cap, mid-cap and small-cap stocks.

The fund managers of Flexi-cap category can invest in companies of all sizes without any restrictions. Fund managers can invest in high-growth, small-sized companies to benefit from high growth. Despite changes in the classification of stocks, fund managers’ can keep their investment decisions intact. It is an evergreen category which helps investors reap benefit.

The Flexi-cap Fund category has 98,47,338 folios as on August 31, 2021 while the Net Assets Under
Management stands at INR 2,07,660.61 crores as on August 31, 2021 (As per AMFI data).