Ad Campaigns
Tata Mutual Fund leverages CTV advertising for “Index Funds Simple Hai” campaign
Mumbai: Tata Mutual Fund leverages the growing popularity of connected TV (CTV) advertising to reach potential investors and educate the existing customer base with its ‘Index Funds Simple Hai’ campaign. As a part of its ‘Desh Kare Nivesh’ initiative, the campaign demystifies the Index Funds category for investors through light-hearted everyday situations and relatable characters.
Through a series of three short ad films, the campaign uses humor and daily scenarios to convey a straightforward message: Life may be complicated, but investing doesn’t have to be. By comparing confusing academic theories, weight-loss jargon, and intricate recipes with the simplicity of investing through index mutual funds, Tata Mutual Fund shows that while life can be complicated, investing doesn’t have to be. For example, one video compares solving a complex mathematical equation in a classroom to investing in an index fund, highlighting the ease of the latter.
The core idea of the campaign is the ease and simplicity of investing in index funds. Further, it sheds light on key attributes, such as lower fees, quick and hassle-free investment option and effortless mimicking of the market. Through this campaign, Tata Mutual Fund targets diverse range of audiences, from young professionals to seasoned individuals.
Tata Asset Management CEO and MD Prathit Bhobe said, “At Tata Mutual Fund, we are helping individuals make informed investment choices. Index funds are one of the smart option for investors of all backgrounds, offering the potential benefit of mirroring market indices with lower expense ratios. As per the latest available data, last year, index funds saw remarkable growth, with Average Net Assets under Management soaring from Rs. 1.69 lakh crore (April 2023) to over Rs. 2.18 lakh crore (April 2024), making them a prudent option for a well-rounded portfolio” (Source: AMFI)
The brand harnesses the power of CTV, complemented by social media and targeted online advertising, effectively addressing the evolving viewing habits, especially among younger demographics.
Tata Mutual Fund has collaborated with Hotstar for the campaign’s debut as part of the ICC Men’s T20 World Cup tournament starting on 3 June.
On the campaign launch, Tata Asset Management head-marketing Ashish Pawar said, “We’re thrilled to harness the power of CTV and other digital platforms to demystify index funds. Our campaign aims to inspire a new generation of investors to invest in Index Funds aiming for long-term growth and success.”
The series of films have been conceptualized and produced by Adsto Media House.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
