Tata Mutual Fund new brand campaign

Tata Mutual Fund has launched a brand new campaign to ushers in FY22, which anchors on the power of self-belief. The tag line says: "Self-Belief is the Greatest Investment." The campaign inspires from the resilience and self-belief mankind has shown at the back of a tough pandemic year. In good times and otherwise, it is self-belief that takes each of us towards our achievements and resolutions to ease us to the next milestone.

Self-belief is a universal hinge. The campaign stays away from narrow casting the story into a product or a company led proposition, and aligns it with a larger, universal emotion, that of self-belief. It's an emotion that needs to be nourished, nurtured and invested in. In retrospect, from vantage points, it turns out to be the best investment of our lifetimes. The narrative also draws from the lineage of Tata Mutual Fund, which is a rich 150 year old treatise of self-belief, ability to persevere and celebrate the contribution of millions of people to make a better world, a media release states.