Sundaram Mutual’s new open-ended equity scheme, Sundaram Flexi Cap Fund Campaign, crosses 10M views on YouTube

Sundaram Mutual and Social Beat teamed up to execute a large multi-channel campaign Sundaram Flexi Cap Fund across social and digital media

Sundaram Mutual, one of India’s leading Asset Management Companies, and Social Beat, a Digital Growth Partner, have teamed up to execute a large multi-channel campaign across social and digital media with a variety of creatives, videos, and events for investors and distributors in order to raise awareness about Sundaram Mutual’s new fund - Sundaram Flexi Cap Fund. 

The company released a 30-second video ad on social media in which it used food as a metaphor to explain the advantages of investing in the fund. The customer in the commercial sets a difficult order for the chef. The chef, who has the knowledge, sees this as an exciting opportunity and gives the customer exactly what he wants. The client is overjoyed and deeply impressed by the service. An investor would experience something similar if they invest in the Sundaram Flexi Cap Fund, according to the voiceover that ends the video. The video highlights that with the unlimited ability to invest in large, mid, and small caps, Flexi Cap funds have the potential to become a one-stop shop for an investor’s equity needs. 

The company also released an advertisement using the Laughing Buddha as a visual representation of the customer's relaxed state of mind when investing in Sundaram Flexi Cap Fund.

To generate interest in the fund, teasers were also published on various social media accounts. 

Following the debut, more digital activities were utilized across channels, including webinars, live broadcasts, and Q&As. 

On the launch of the new Flexi Cap Fund, Sunil Subramaniam, Managing Director at Sundaram Mutual said, “Sundaram Mutual is one of the oldest brands in the industry with a lineage of over 25 years. We have always put the customer at the center of what we do - launching products to cater to their diverse investment preferences. In the recent past, we have launched several funds such as Sundaram Services Fund, Sundaram Balanced Advantage Fund, Sundaram Large Cap Fund (erstwhile Sundaram Bluechip Fund) to meet their investment needs and reach a broader audience. Our new launch, Sundaram Flexi Cap Fund, allows for greater diversification, and investors can relax while the fund manager optimizes opportunities for them.”

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Ajit Narasimhan, Chief Marketing Officer, Sundaram Mutual added, “Sundaram Mutual, a traditional brick-and-mortar brand, has over the last 5 years pivoted to digital and has built a large captive audience on social media. The brand is now one of the largest in the industry in terms of social presence. Our multi-channel campaign for Sundaram Flexi Cap Fund takes advantage of this presence to target consumers across key demographics. The Laughing Buddha is our anchor creative as the fund strives to deliver a state of happiness, relaxation, contentment, and well-being to investors through its Flexi Cap nature.”

Commenting on the launch, Suneil Chawla, Co-Founder, Social Beat said, “We are absolutely thrilled to continue our collaboration and relationship with Sundaram Mutual.. Our goal with the integrated marketing campaign here is to reach multiple investor segments and shed light on how the Flexi Cap Fund can help them. With our visual cue of the Laughing Buddha and the TVC for Sundaram Mutual, we seemed to have struck a chord with the right audience in the right way. We are really excited about the prospects of this and everything we’ve got planned for Sundaram Mutual!”