Flexi-cap fund? L & T Mutual Fund campaign explains


A new digital campaign called ‘Investing Ke Aam Tarikey’ to create awareness of the Flexi-cap fund category has been launched by the L&T Mutual Fund. The campaign’s vision is to explain the characteristics of a Flexi-fap fund to the investors using mangoes or ‘Aam’, in a simple yet appealing way.

There are several sub-categories to different investment goals though mutual funds are broadly classified as Equity, Debt, and Hybrid. Flexi-cap category equities are one such category that has limited awareness among investors. L&T Mutual fund uses the sizes of the mangoes: large, mid, and small to convey the characteristics of the fund, through the 30-second film. It conveys the characteristics of the fund because this category invests in companies across the market capitalization spectrum, i.e.,  stocks that are large-cap, mid-cap, and small-cap.

To educated and create awareness about the Flexi-cap category is the objective of the campaign by simply showing the way that will help investors connect the dots effortlessly. As the CEO, L&T Mutual Fund, Mr. Kailash Kulkarni says, “Who does not like mangoes? We aim to reach out to investors and raise awareness around Flexi-cap funds through the digital campaigns, as it has come to our observation that a fraternity of younger investors often gets confused between the various schemes, their investment goals, and sub-categories. Therefore, through a mode of storytelling, mangoes are used as a catchy metaphor to get a better understanding for investors on the category of Flexi-cap funds.”

He further added saying, “By the nature of the Flexi-cap, it aims to offer both growth and value to investors while striking a definite balance between the volatility and risk in a single portfolio. The campaign aims to serve the dual purpose of educating investors as well as build the category further.”

Reaching out to the working professionals, men and women between the ages of 21 and 45 years across geographies, connected through various digital and social media platforms such as Twitter, Facebook, Youtube, LinkedIn, Amazon app, financial news portals, and digital contests.

Investments can be easily done in companies of all sizes by the fund managers of the Flexi-cap category, without any restrictions. They can invest in small-sized as well as high-growth companies to benefit. Keeping the investment decisions intact, fund managers can reap benefits through the evergreen categories.

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