Tata Asset Management has launched ‘Get Full Flexibility with Flexi Cap Funds’, an investor education initiative aimed at explaining the Flexi Cap category and how it allows investors to get diversified equity exposure across all market capitalisations through one fund.
Many investors face a basic question: Should they choose large caps for relative stability, or mid and small caps for growth potential?
Flexi Cap Funds address this by giving the fund manager the freedom to allocate investments across large, mid, and small caps based on market conditions and opportunities, while meeting the minimum equity requirement set by regulations.
The campaign uses everyday examples of flexibility, adjusting a car seat, leaning back in an office chair, or choosing flexible shoes to make the point that if flexibility matters in daily life, it can matter in investments as well. Each film uses one of these moments to show how a Flexi Cap Fund provides flexibility and helps investors get diversified equity exposure across market caps through a single fund.
The campaign will run on business news channels and will also be promoted through Connected TV, digital platforms, and social media, with regional language versions to reach investors across India.
The films have been conceptualised and produced by Adsto Media House.
Commenting on the campaign, Prathit Bhobe, CEO and Managing Director, Tata Asset Management, said, “Equity participation in India is growing meaningfully, and Flexi Cap Funds have emerged as one of the fastest growing categories (Source: Economic Times) in equity mutual funds in India. They aim to benefit investors and fund managers alike as investors gain diversified exposure to large, mid and small cap equities within a single scheme, while fund managers could dynamically adjust allocations based on market conditions.
The campaign ‘Get Full Flexibility with Flexi Cap Funds’ aims to increase awareness and drive smarter adoption of Flexi Cap category. We remain focused on making such categories easier to understand, so investors can make informed decisions aligned to their goals and risk appetite.”
On the campaign launch, Ashish Pawar, Head – Marketing and Corporate Communication, Tata Asset Management, said, “At the core of this campaign lies a powerful insight: in today’s world of constant change and volatility, flexibility is not just a desirable feature – it is essential in all walks of life, including investments. We have tried to communicate a simple message: if flexibility feels right in life, then why not choose an investment that offers flexibility. through everyday moments in the commercial.”
