In a bid to connect with more investors, particularly in B30 cities, Tata MF has come up with a fictional podcast in Hindi that aims to educate investors about mutual funds. The audio series 'Ishq Bhi, Risk Bhi' comprises 10 episodes. It is available on podcast platform Aawaz.com.
The show attempts to educate the audience about mutual funds by taking them along the journey of the show’s fictional characters, whose life decisions mimic the complexity of real-life investment choices.
“Ishq Bhi, Risk Bhi, the light-hearted drama has been made keeping in mind users who come from non-metro cities who often are not the target of investor education programs but who today constitute a significant chunk of participants in the equity markets,” Tata MF said in a press release.
Explaining the objective for releasing this show, Prathit Bhobe, MD & CEO, Tata MF said, “The mutual fund industry is at the cusp of booming into a Rs.100 trillion sized gravy train. It is imperative that we leverage the power of digital, voice which plays in the background yet holds attention and speak a language investors understand.”
“Our first investor education initiative had videos with Prof.Simply Simple being the protagonist. This is our first attempt at voice led investor education. Am sure the show will get audiences to create checkboxes for early and regular investing,” Bhobe added.
Tata Mutual Fund's Head Marketing & Digital, MVS Murthy said, "As a fund house we are focused on being relevant to new customers and across all the emerging markets – B30, as per industry parlance. To be relevant beyond the metros, we need to bring the other cities to town. This can happen by using vernacular language – hence Hindi. The show also gives wings to the aspiration of millennials for whom it does not matter where they came from BUT are very sure where they want to be. The emotion of love and the pings of growing investment will always bring a spring in their walk.”
