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Time of India

Tata Mutual Fund unveils a campaign to raise awareness about Index Funds

Tata Mutual Fund has unveiled the latest edition of its investor education campaign, ' Index Funds Simple Hai', strengthening its commitment to make index funds simpler and more accessible for a broad spectrum of investors – from first-time participants to experienced investors looking to explore simpler, transparent options as part of their investment journey. This new edition uses a character-driven storytelling approach to reinforce one simple message: investing in index funds is simple, smart, and accessible. As part of Tata Mutual Fund's ongoing ' Desh Kare Nivesh ' initiative, the 2025 campaign is rooted in everyday scenarios. Whether it's a local train market chatter, a confusion over fancy tea options, or friends debating what movie to watch, the campaign promotes three key benefits of index funds: match the market effortlessly, save on cost and invest hassle-free. The campaign aims to connect with a wide and growing audience of investors across urban India and Bharat — including men and women alike – who are taking greater ownership of their financial decisions . 'Index funds have established themselves as a smart and inclusive investment choice," said Prathit Bhobe, chief executive officer and managing director of Tata Asset Management . "With our latest campaign, we aim to simplify the complexities, raise awareness, and empower investors to make confident and informed decisions. The rapid growth in AUM of index funds is a testament to the category's increasing acceptance." This growth highlights the increasing appeal of index funds among Indian investors seeking simple and transparent options in building long-term wealth . Ashish Pawar, head – marketing, Tata Asset Management, added, 'Our aim with this campaign is to bring index funds into everyday conversations. The messaging is simple, yet sharp and the core content is relevant for anyone looking to make informed and efficient investment choices.' The campaign will be amplified through: Television and Connected TV (CTV) for broad awareness Digital platforms including social media platforms Regional content rollouts The campaign is conceptualised and executed by Sparkt Private. Watch the videos here: