Tata Mutual Fund Launches – Break the Hesitancy, Max the Vax!
Investors India|December 2021
Interview
MVS Murthy

1. An interesting campaign to break out

Yes, India has just crossed a 1 billion of vaccine jabs and “ Break the Hesitancy, Max the Vax!” debuts serendipitously. It is a campaign in line with our approach of building living brands. If you look at any of our campaigns over the last 3 years, we have put human emotion at the core and the fund, its pitch and performance are concentric to this emotion. It has helped us create a strong connect with our investors and prospective audiences. And the timing of every “living brand” campaign is important.

2. but, asset Management and Vaccination? What could be the parallels?

Well, a sound body is as much an asset as a regularly invested portfolio. That’s the first commonality.

The other crucial one is that there is hesitancy in both cases. And that’s a bane that makes us vulnerable. Vaccination impacting life and investing impacting lifestyles. This campaign encourages us to not time the surge or dip in the markets or the pandemic and do what needs to be done. Understand the consequences, choose the right alternative, and fix it early to benefit in the long run.

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