Tata Mutual Fund rolls out ‘S.I.P – Sahi Investment Plan’ campaign

Tata Mutual Fund has launched the ‘S.I.P – Sahi Investment Plan’ campaign to educate investors on the benefits of staying invested despite market fluctuations. It explains how Systematic Investment Plans (SIP) use compounding and consistent investments to build long-term wealth across market cycles.

As per AMFI data, SIP registrations have grown by 26% between April and December 2024 compared to the entire previous financial year, reflecting an increase in investor participation in mutual funds. This upward trend highlights the growing awareness of the power of Systematic Investment Plans. However, to truly unlock the potential of long-term wealth creation, investors must stay committed to their SIPs and resist making hasty decisions based on short-term market fluctuations.

Emphasising this, Tata Mutual Fund has rolled out three ad films, each featuring different characters struggling with uncertainty but ultimately discovering that the right investment strategy—SIP in mutual funds—can help them navigate market fluctuations. The ads use a simple, conversational tone to reach new and existing investors. The tagline, 'Sahi Investment Plan matlab SIP in mutual funds for different market conditions,' encourages consistent investing for long-term wealth growth.

Speaking about the initiative, Anand Vardarajan, chief business officer, Tata Asset Management, said, "The rise in SIP registrations reflects growing investor participation, which is encouraging. However, market fluctuations can sometimes lead to uncertainty, making it important for investors to remain consistent with their SIPs. Through our ‘S.I.P – Sahi Investment Plan’ campaign, we aim to educate investors about staying invested across different market conditions and how SIPs can help them benefit from rupee cost averaging and compounding over time." 

Ashish Pawar, head of marketing, Tata Asset Management, added, "Our campaign is built around a simple yet powerful insight—investors often face uncertainty during market fluctuations, wondering how to stay on track with their investments. Through engaging storytelling and relatable everyday scenarios, we highlight that SIP is the 'Sahi Investment Plan' for achieving long-term financial goals. The campaign’s humour and relatability make it easier for investors to understand the value of consistent investing in any market condition."

The series of films have been produced by Broomsticks Productions, and targets a audience of Millennials and Gen-Z.