HSBC turns superstition into smart investing

MUMBAI: Superstition says three’s a crowd HSBC Mutual Fund just proved three can be the ultimate power trio. In a fresh digital campaign titled “Teen Tigda Kaam Tagda”, the fund house has taken the age-old Hindi saying “Teen tigda kaam bigda” (three spoils the work) and cheekily turned it on its head. The humorous film follows everyman Ramesh, who lives in mortal fear of the number three: he hands away the third paratha at breakfast, dodges being the third person in the lift, and flat-out refuses to share a three-wheeler with colleagues.

But when it comes to investing, the story flips. Ramesh discovers that three is actually the secret sauce, specifically, the three market segments (large-cap, mid-cap and small-cap) that HSBC Multi Cap Fund combines in one portfolio. The punchline lands with a sunny rewrite, “Teen Tigda Kaam Tagda” meaning three, done right, makes things stronger.

The spot uses gentle, self-aware humour to nod respectfully at cultural beliefs while nudging viewers towards a rational rethink. It never mocks the superstition; instead it invites people to apply the same logic differently when planning their money.

HSBC Mutual Fund chief business officer Ankur Thakore explained the thinking, “We wanted to take a familiar belief and show how the power of three can actually work brilliantly in investors’ favour. Multi Cap funds give balanced exposure across large, mid and small caps, aiming for long-term growth with smart diversification.”

Key elements that make the campaign click:

Relatable everyday scenes that anyone can recognise
Zero ridicule, it honours the belief before reframing it
Clear spotlight on how large + mid + small cap exposure can balance risk and capture broader market opportunities
A simple, optimistic close that leaves viewers smiling
The film is already rolling out across digital platforms, with plans to extend into print and outdoor media.

In a world where people still avoid the third person in a lift, HSBC has found a playful way to say: sometimes three isn’t trouble, sometimes three is exactly what your portfolio needs.