L&T MF's new campaign raises awareness on Flexi-cap fund

Hyderabad Mumbai basedL&T Mutual Fundon Wednesday announced the launch of a digital campaign titled 'Investing Ke Aam Tarikey' for creating awareness on the Flexi-cap fund category. Using mangoes or 'Aam' (in Hindi), the campaign aims to explain the characteristics of a flexi-cap fund to investors, in a simple yet appealing way.

While mutual funds are broadly classified as equity, debt and hybrid, between these three categories there are several sub-categories as well, that cater to different investment goals. Flexi-cap category in equities is one such category that has limited investors awareness and the company through this 30 second film, uses the sizes of mangoes to convey the characteristics of the fund, as this category invests in companies across the market capitalisation spectrum, that is large-cap, mid-cap, and small-cap stocks.

The objective of the campaign is to simplify, educate and create awareness about the Flexi-cap category in a way that will help investors connect the dots effortlessly.

Kailash Kulkarni, CEO, L&T Mutual Fund, said: "Our digital campaign is aimed to reach out to investors and raise awareness around Flexi-cap funds as we have observed that the younger fraternity of investors often get confused between the various scheme sub-categories and their investment goals."

The fund house aims to reach out to working professionals aged between 21-45 years of age across geographies through a well-rounded digital campaign. Flexi-cap schemes are open-ended dynamic equity schemes investing across large-cap, mid-cap and small-cap stocks. Fund managers can invest in high-growth, small-sized companies to benefit from high growth.