Campaign details
Brand: Tata Mutual FundsBrand owner: Tata GroupEntrant company: Tata Mutual Fund - IndiaIdea creation: Grey MumbaiMarket: AsiaSector: Financial servicesMedia channels: Online display Budget: Up to 500k
Executive summary
This case represents how a brand that was previously very low in the consideration set, turned the Mutual Fund category narrative of goal-based planning on its head.
A campaign that exhibits deep understanding of cultural shifts and makes itself part of the new Idiom. A campaign that consciously ignored every trope of category communication and...