Tata Mutual Fund asks women to #TakeCharge in Women’s Day digital campaign

The campaign showcases an insight that even in 2020, women in India still have men in their lives taking investing decisions on their behalf. So, the basic tenet of the #TakeCharge – Women must invest campaign is to encourage and educate women to know more about investing. Listen to all advice but take charge of making investing decisions.

Tata Mutual Fund's ad seeks to help women make their own investment choices. MVS Murthy, Head – Digital & Marketing, Tata Asset Management said #TakeCharge – Women must invest is an intelligent nudge to women. The nudge to "Human Intelligence" is brought in from "Artificial Intelligence" which has voices of women protagonists – Siri, Alexa and Cortana being on the dot with solutions to all questions. If those who design path-breaking technologies recognize the trust and persuasive power of a woman's voice, women too must be cognizant of this power and take charge. Anyone who sees the ad or is forwarded the same should share it onwards and give tail-wind to "self-belief in motion".

Arunima Singh, Executive VP, Social Beat (the digital agency who worked on the video) said, "As a member of the leadership team at Social Beat, I have some of the brightest women minds working with us. It is recognized by my own team and even our clients appreciate the insights, strategies and value we bring for the business. Tata Mutual Fund is amongst our progressive clients who backed the idea of show-casing examples of "Artificial Intelligence" to get women to recognize their super powers. The world today looks up to them for answers. It is only natural that they took charge of their investments and be answerable to themselves for their successes. We are working on reaching out to as many women across all digital platforms."

The campaign was launched on Women's Day as an ode to women as problem solvers. The creative agency Social Beat will amplify the videos and posts via use of various social media platforms. By using platforms like Facebook and Instagram as its amplification tool, Social Beat intends to drive the message via Linked-In and YouTube as well.