Humour takes centre stage to make index investing simpler for young investors

Bengaluru: Navi Mutual Fund has launched an investor awareness campaign aimed at making conversations around index fund investing simpler and more relatable, particularly among young Indians. The campaign uses humour and everyday situations to explain passive investing and encourage first-time investors to learn more about index funds.

The campaign features two digital films that bring investment-related conversations into familiar social settings. The first, titled The Akhada Film, features a traditional wrestler performing malkhamb. When asked by his guru about his future ambitions, the wrestler responds using index fund terminology instead of discussing wrestling titles or championships. The contrast creates a humorous narrative around the growing popularity of investment conversations.

The second film, The Date Film, is set around a first date at a restaurant. When the conversation turns to hobbies and interests, the young man unexpectedly responds using the language of index funds, turning an ordinary interaction into an entertaining portrayal of how financial discussions are increasingly becoming part of everyday life.

Aditya Mulki, CEO of Navi AMC, said the campaign was designed to address the perception that investing is complicated.

“Index funds are among the simplest and most transparent ways for investors to participate in the growth of markets, but investing is still often perceived as complicated. We wanted to make these conversations feel natural and approachable by placing them in situations people immediately recognise,” Mulki said.

He added that the campaign seeks to create curiosity, promote financial learning and encourage more Indians to consider long-term wealth creation.

Vishal Dayama, Founder of Braindad, said the campaign deliberately adopted an unconventional storytelling approach.

“Instead of explaining index funds directly, we created characters who are unusually passionate about them. Their enthusiasm spilling into unexpected situations makes the films entertaining while showing how investment conversations are becoming increasingly mainstream,” Dayama said.