Adding zing to India’s retirement
- Category creation
- Accelerated AUM growth
- Brand awareness
Tata Pension Fund had an industry-unique mandate – make retirement synonymous with immense optimism. This demanded moving away from the traditional industry route of playing on the audience’s fear and anxiety around a zero-to-limited income phase.
We dug deep to understand the gap between retirement preferences and pension association for early Gen Zs and late millennials. This led us to developing a refreshing brand ethos that equated pension as an enabler for confident retired living. From introducing positive visual imagery to centering every communication around taking active control, we created a language that resonated with audience aspirations.
We didn’t stop at asset awareness. Our key goal was to create a mindset shift and establish retirement planning as an investment category. Every campaign and communication reiterated the opportunity; start investing for retirement as early as in one’s 20s. We were also effective at chipping away a popular notion among young Indians – pension planning was for those growing old in low-rewarding jobs.
“Retirement planning in India is still a nascent concept, leave alone an investment category. Even in cities, more than 50% of us are not equipped for secure retirement. Our digital marketing mandate for Tata Pension Fund has been a wonderful opportunity in this regard. We are breaking mental barriers and getting the opportunity to impact millions of lives. Since our strategy roll-out, the brand has garnered AUM worth INR 1000 crore!”
We were successful in taking retirement conversations mainstream, especially with campaigns such as #JaisaAajWaisaKal. How? Think high-engagement formats such as reels and podcasts, a thrust on pension as a tool for the purpose-led, and communication free of jargon. Some measures of our success:
