Tata Mutual Fund announces Hindi fiction audio drama for Investor Education

Tata Mutual Fund podcast campaign

The brand collaborates with aawaz.com, to launch its ‘Ishq Bhi, Risk Bhi’ series to educate the customers.

Tata Mutual Fund announced the roll-out of ‘Ishq Bhi, Risk Bhi’, a fictional audio series in Hindi with investor education theme built inside the story. The season comprising ten episodes is exclusively available on Aawaz.com and has been made available from 1 Oct’19 on the channel.

The series aims to make investor education around mutual funds more engaging to the audience by taking them along the journey of the shows’ fictional characters. Their life decisions mimic the complexity of real-life investment choices.

Explaining the collaboration, Tata Mutual Fund’s Head Marketing & Digital, MVS Murthy said, “As a fund house we are focused on being relevant to new customers and across all the emerging markets – B30, as per the industry parlance. To be relevant beyond the metros, we need to bring the other cities to town. This can happen by using Vernacular language – hence Hindi. The show also gives wings to the aspiration of millennials for whom it does not matter where they came from BUT are very sure where they want to be. The emotion of love and the pings of growing investment will always bring a spring in their walk.”

“The Mutual Fund industry is at the cusp of booming into a 100 Trillion (Source: BCG Report: Unlocking the 100 Trillion opportunities) sized gravy train. It is imperative that we leverage the power of digital, voice which plays in the background yet holds attention and speaks a language investor understand. At TATA Mutual Fund we have been actively working on invoking affinity with retail investors across the board.

Our lineage makes “Trust” a default characteristic. Our distribution partners also find it to be a worthy calling card in their interactions with investors. Our first investor Education initiative had videos with Prof.Simply Simple being the protagonist. This is our first attempt at voice-led Investor Education. Am sure the show will get audiences to create checkboxes for early and regular investing,” said Prathit Bhobe, MD & CEO, Tata Asset Management Limited

Talking about the launch, Sreeraman Thiagarajan, co-founder of aawaz.com, said “We are extremely delighted to partner with Tata Mutual Funds, a brand from the house of Tata which is synonymous with trust. It validates our belief that audio storytelling is a potent medium for brands to engage their audience across the nation, where video has limited penetration”.



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