L&T Mutual Fund has rolled out a digital campaign entitled ‘Investing Ke Aam Tarikey’, for raising awareness on the flexi-cap fund category among investors. In the campaign video, two kids are seen plucking mangoes from trees and filling their respective baskets. While one of them enjoys filling only large mangoes in his basket claiming them to be the best, his ‘Stacked Mango Tower’ (pyramid) falls.
The other kid draws parallel between filling mangoes in a basket to investment choices in a portfolio. Like how one needs to pick large, mid- size and small mangoes while making a ‘tower’ (pyramid), the film shows flexibility in investing is achieved when there are different sized market cap stocks in a portfolio.
The 30 seconds film uses mangoes of varied sizes (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.
Detailing about the campaign, Kailash Kulkarni, chief executive officer, L&T Mutual Fund, said, “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, through storytelling, mangoes are a catchy metaphor to help investors understand the category of Flexi-cap funds. Through this campaign, we aim to serve the dual purpose of educating investors as well as further building the category.”
Commenting on it, 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 with. In this case, kids and mangoes, in order 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.”
The campaign is targeting working professionals (men and women between 21-45 years of age) across geographies. It is going to be run on social media platforms including Facebook, Twitter, LinkedIn and YouTube.