1. Strategic Core
1.1. Brand Position: Financial Companion(Suggestive)
1.2. Framework: TEA (Trust, Education, Assistance)
1.3. Goal: Build Affinity → Demystify Investing → Drive SIPs
1.4. Approach: Persona-led, Fund-focused, Video-first
2. Funnel Stages
2.1. Awareness (Trust)
2.1.1. Format: DVCs,Reels, Sketches, Creator Videos,
2.1.2. Tone: Relatable, Surprising, Human
2.1.3. Platform: IG Reels, YouTube Shorts,Linkeding,FB
2.2. Consideration (Education)
2.2.1. Format: Explainers, Case Studies, Fund Manager AMA
2.2.2. Tone: Clarity, Authority, Empathy
2.2.3. Platform: YouTube, Website,linkedin ,Meta
2.3. Action (Assistance)
2.3.1. Format: App Demo, Chatbot Video Flow, How-to SIP
2.3.2. Tone: Friendly, Instructional
2.3.3. Platform: WhatsApp, Search Ads, Email/CRM,YT & Meta
2.4. Loyalty (Retention)
2.4.1. Format: SIPversary Videos, Recaps, Portfolio nudges
2.4.2. Platform: YT,WhatsApp, CRM, Email
3. Content Formats
3.1. Reels/Shorts – Myths, Sketches (Relatable Situations / Edutainment), SIP Tips
3.2. Explainers – Fund Strategy, Simple Analogies,SIP Smarts, Money Mistakes, Quick Math, Investor Psychology, Tax Hacks, Goal-based Investing, Finance in Real Life, Investment Jargon Simplified
3.3. Stories – Real Investors, Life Wins,Pocket to Portfolio, Small Start Big Dream, Real People Real Returns, The Compounding Effect, Dream Funded, Milestone Moments, Behind the Number, SIP Success Stories
3.4. AMA/Advisory – Fund Managers answer DMs,Ask the Fund Manager, DM Diaries, Money Mailbag, FinTalk Fridays, SIP & Solve, Investment Inbox, Quick Advice Corner, Ask Me Finance, Smart Money AMA
3.5. App Walkthrough – 2-min SIP Setup
3.6. WhatsApp/Email Drips – Nudges & Conversions
4. KPIs
4.1. Awareness: Views, VTR, Reach
4.2. Consideration: Watch Time, CTR, Clicks
4.3. Action: SIP Starts, CAC, Conversion %
4.4. Loyalty: SIP Continuation Rate, Engagement, LTV (TBD)
5. Personas
5.1. Aspirational Achievers (Age 24–35)
5.1.1. Traits: Early to mid-career professionals
5.1.2. Needs: Clarity, bite-sized education, hand-holding, time-saving advice
5.1.3. Formats: Reels, short explainers, app demo videos,Testimonials, use-cases, hybrid explainers
5.1.4. Funds Fit: TATA Digital India Fund,Flexi Cap,TATA Balanced Advantage Fund, TATA Multicap Fund
5.2. Future Planners (Age 30–45)
5.2.1. Traits: Mid/senior executives, small business owners
5.2.2. Needs: Stable growth, family future planning,Set-and-forget investing
5.2.3. Formats: Family story films, fund comparison reels
5.2.4. Funds Fit: TATA Equity P/E Fund, TATA Large & Mid Cap Fund
5.3. High-Net-Worth Individual (Age 45–60)
5.3.1. Traits: Senior execs, professionals, entrepreneurs
5.3.2. Needs: Tax efficiency, low-cost high-return logic
5.3.3. Formats: Fund manager AMA, ROI showcase videos
5.3.4. Funds Fit: TATA Balanced Advantage Fund, TATA Equity P/E Fund
6. Fund-Wise Content Buckets
6.1. TATA Balanced Advantage Fund
6.1.1. Strategy: Auto-balances equity-debt
6.1.2. Hook: Market goes up or down, this stays calm
6.1.3. Persona Fit: HNWI, Aspirational Achievers
6.2. TATA Digital India Fund
6.2.1. Strategy: Invests in tech-led growth
6.2.2. Hook: Be a part of India’s tech revolution
6.2.3. Persona Fit: First-Time Investors,Aspirational Achievers
6.3. TATA Equity P/E Fund
6.3.1. Strategy: Invests when stocks are undervalued
6.3.2. Hook: Buy low, grow slow and steady
6.3.3. Persona Fit: Future Planners, HNWI
6.4. TATA Multicap Fund
6.4.1. Strategy: Invests across large, mid, small cap
6.4.2. Hook: All caps. All opportunities. All seasons.
6.4.3. Persona Fit: First-Time, Aspirational
6.5. TATA Large & Mid Cap Fund
6.5.1. Strategy: Blend of growth & stability
6.5.2. Hook: Middle path to wealth
6.5.3. Persona Fit: Future Planners