MAM
HSBC turns superstition into smart investing
New digital film flips superstition into smart investing wisdom with Multi Cap magic.
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.
MAM
Time brings TIME100 Next franchise to India with Reliance
List to spotlight 100 emerging leaders, gala set for December 2026 in Mumbai.
MUMBAI: It’s about time India’s next wave got a global spotlight and now, it’s on the list. New York-headquartered Time is expanding its TIME100 Next franchise to India, partnering with Reliance Industries Limited to launch TIME100 Next India, its first international extension of the rising leaders platform. The announcement was made at the Time100 Gala in New York by Jessica Sibley and Nita Mukesh Ambani, signalling a strategic push to tap into India’s growing influence across sectors.
The India edition will recognise 100 emerging leaders from the country and the global Indian diaspora, spanning business, science, sports, arts and social impact. The list will be curated by Time’s editorial team and published online, continuing the franchise’s focus on identifying individuals shaping the future.
The initiative will culminate in a gala event scheduled for December 2026 at the Nita Mukesh Ambani Cultural Centre, anchoring the platform within India’s cultural and business ecosystem.
TIME’s broader Time100 franchise has steadily expanded its global footprint since 2021 through events and impact-led initiatives. Executives noted that India’s growing pool of influential voices and innovators made it a natural next step for the platform’s international ambitions.
For Reliance, the partnership aligns with its broader push to support emerging talent and ideas on a global stage. For Time, it marks a timely bet on India not just as a market, but as a talent engine shaping the next chapter of global leadership.
