L&T Mutual Fund announces ‘Investing Ki Kashti’ campaign launch

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L&T Mutual Fund has announced the launch of ‘Investing ki Kashti’, a digital campaign to raise awareness about the Index fund category. The campaign aims to explain the characteristics of an Index fund in a simple way, with the aim of connecting with present and prospective investors. L&T Mutual Fund, through this campaign, emphasizes on how investors can ‘Sail Along’ in ‘autopilot mode’ by investing in Index Funds.

The digital campaign begins with two kids in a rowboat who are sailing along a river. While one kid struggles with rowing, the other kid is sitting back and enjoying the ride. Upon being question why she is so relaxed, she draws a parallel between sailing in a boat and investing in Index funds. Like the boat eventually manages to flow smoothly despite the twists and turns of the river, the film shows how index funds allow investors to achieve effortless movement.


Index Funds category in equities is one that has limited investor awareness and L&T Mutual Fund, through this 30 second digital film, compares steering a boat in a flowing river to the characteristics of the fund category.

The campaign aims to simplify, educate and raise awareness about the Index Fund category.


Kailash Kulkarni, CEO, L&T Mutual Fund, said, “Steering a row-boat is fun when there is minimal effort with maximum impact and our latest digital campaign on Index funds highlights the hassle-free feature of this category where an investor is not required to decide on the sectors and the investment style, before investing. We believe in demystifying the jargon of the MF industry and all our communication across the board aims at simple, easy to relate campaigns that a person without any financial knowledge can also understand.”

The fund house aims to reach out to working professionals (men and women between 21-45 years of age) across the country through a well-rounded digital campaign including content on owned channels – social media platforms: Facebook, Twitter, LinkedIn and YouTube and company website – as well as curated content through the Amazon app, FireTV, on financial news portals, as well as hosting digital contests for followers.


Ankur Thakore, Chief Distribution Officer, L&T Mutual Fund, said, “The campaign ‘Investing ki Kashti’ helps contextualise Index funds as a suitable choice for risk-averse investors as it has the risk of minimal tracking error. Hearing kids talk about what appears to be a conversation between two adults adds freshness and drives the message better.”

The ad film:


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