Background
For decades, India’s economy has been shaped by the might of a few business houses. The Tata, Reliance, Aditya Birla, Adani, Mahindra, L&T, and Jindal groups have created enduring enterprises spanning infrastructure, energy, technology, automobiles, and consumer goods.
In November 2024, Tata Mutual Fund introduced the BSE Select Business Groups Index Fund, India’s first index fund to give investors access to the top 30 companies across these seven conglomerates, diversified over 12 key sectors.
Challenges
- Awareness Gap: Investors knew the individual companies but didn’t think of conglomerates as a unified investment category.
- Crowded Market: Multiple NFOs were vying for investor attention in the same cycle.
- Message Simplicity: Needed a device to make “7 groups, 30 companies, 12 sectors” easy to understand and remember.
Objectives
- Position the fund as a first-of-its-kind, category-defining product.
- Simplify the investment story for distributors and investors.
- Make the “7 groups” idea emotionally and rationally compelling.
Strategy & Insight
Investor Insight
In volatile markets, investors lean towards proven champion companies with the size, leadership, and resilience to ride out uncertainty.
Strategy
Dramatise these conglomerates as India’s champions, resilient, innovative, and future-ready, and create a memorable device that simplifies the complex into a sticky narrative.
Creative Idea
Count on the Champions. Invest in the Legendary Seven.
The idea reframed seven conglomerates as legends of Indian business, turning them into an aspirational, investible category.
Creative Execution
Launch Communication
- KV: Iconic “7” visual rising from landscapes, symbolising permanence and strength.
- Proposition: “Invest in India’s Largest 7 Business Groups.”
Supporting Creatives
- “Did You Know?” Series: Fun facts about Tata, L&T, Birla, etc. (e.g., L&T’s role in Chandrayaan-3).
- Crossword Creative: Brought the seven names together in a playful, mnemonic format.
- Teasers: “7 Largest Business Groups. One Fund.”
Distributor Collateral
- One-pagers with methodology, sector spread, and top stock weightages.
- Emailers and explainers are designed for easy replication in client conversations.
Key Tenets of the campaign
- First fund to transform conglomerates into a branded investment theme.
- Used the “Legendary Seven” device to make a complex construct instantly graspable.
- Balanced emotional trust (champions, legends) with rational proof (top 30 stocks, 12 sectors, diversification).
- Highly modular communication, teasers, infographics, factoids, and explainers worked across digital, social, and partner platforms.
Results & Impact
- Strong awareness created for India’s first Business Group Index Fund.
- “Legendary Seven” became shorthand for the product across distributor and investor conversations.
- Enhanced Tata MF’s positioning as an innovator in thematic index investing.