Tata Mutual Fund launches the new digital campaign 'Meri Aazadi'

Tata Mutual Fund launches its new digital campaign "Meri Aazadi". Linking back to Plato's versions, Retirement, is not a destination that one will reach at a particular age.

It is a state of mind viz. when all your cares are taken care of, it's time to put up your feet and stop working for the next pay cheque. A state of actualization leading to a sense of freedom and freewill. How soon will one get there is a function of how early and how much is one saving to retire at will.

Speaking on the launch, MVS Murthy, Head - Marketing and Digital Communications, Tata Mutual Fund said, "We plan to launch this campaign closer to Independence day to connect the idea with Meri Aazadi. The key message of our new campaign is that Retirement is not about an Age but a matter of choice - Meri Aazadi: Freedom to Be. Freedom To do. With that perspective we are launching our new digital campaign on Tata Retirement Savings Fund. This campaign will be seen across – social media platforms and outdoor locations in B-30 cities. We hope to give Freedom and Independence a new meaning!"

"Meri Aazadi" campaign exhorts you to start – early or late doesn't matter, saving regularly for your retirement for it's the inevitability from work. The campaign provokes you to keep identifying wish-lists and keep ticking each of them. There will always be occasions to raise a toast, a place to go and soak in, a gift to share and a celebration that's due.

The link below gives you access to 4 different approaches we have adopted to spread the word about retirement, feel free to share it with friends and family, while you enjoy seeing them. 

Campaign Details:

How Retirement Changed? If you choose to invest early and regularly, post-retirement worries need not affect you. Besides the concept of both employment and retirement has changed over time.

1930s / 40s - Those born in the 30s or 40s, would have been employed by government owned / run companies. That was perhaps the only job till retirement. FDs were perhaps the most favored investment means. Homes were shared with larger family and perhaps was bought with the retirement cheque.


1950s / 60s - Those born in the 50s / 60s had opportunity for better education in India and some went abroad too. Manufacturing sector increased job opportunities. There were 3-4 jobs over a career of 30 years. Homes were bought and sold with loans from the employer and lending institutions.

1970s / 80s - The 70s and 80s born adults plunged into the private sector jobs, management education, computerization, diploma courses supplementing graduation, etc. As far has homes are concerned, many of us settled in the metros, access to credit allowed for purchase of larger homes and perhaps add another as an investment. Internet coming to the scene, the explosion of digital and social media has all led to increase in the "bucket-list" of things to do.

1990s / 2000s - The late 90s and the 2000 born work force seem to be having less burden of big ticket items tied to their ankles. Homes are provided for by parents viz the 70s / 80s born, that saves 20-year EMI. There is ability to spend on quality education and extra-curriculars. Many of the kids and their parents don't see kids working but doing what they do, the best.

Cyclical Employment - More than life long employment, cyclical employment is the emerging trend. There is work and then you take a break to re-skill and then come back to work and so on. Besides, with 40s becoming the new 20s, 60s is like a second innings for another 15 years of work IF one is Physically and Mentally Fit.


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