Niranjan Avasthi, SVP, Edelweiss Mutual Fund, said the campaign aims to challenge the belief that market leadership belongs only to large cap companies.
Edelweiss Mutual Fund has launched a new Investor Awareness Program campaign focused on the midcap fund category, using outdoor media to explain how several recognised and fast growing Indian businesses belong to the midcap universe.
The campaign is based on the idea that market leaders do not always exist only in the large cap category. Through familiar consumer facing brands and business examples, it highlights how several companies shaping India’s consumption and business landscape are part of the midcap segment.
The campaign presents midcap funds as a way for investors to take exposure to businesses that are scaling, widening their market presence and moving through important phases of growth. The messaging is designed to make the category easier to understand through simple, high recall creatives.
“The idea was to break the common perception that midcaps are simply companies on their way to becoming large caps and are still small in terms of scale and market leadership. In reality, many midcap companies dominate their categories with consistent earnings and decades of operating history with significant size and scale of operations. Midcap funds aim to identify and invest in such businesses, helping investors participate in these unique opportunities for long term wealth creation. With a diverse opportunity set across sectors that are underrepresented in large caps, midcaps offer a compelling way to capture India’s evolving growth story,” said Niranjan Avasthi, SVP, Edelweiss Mutual Fund.
The campaign has been rolled out across 10 cities through more than 110 premium outdoor billboards, transit media and digital outdoor screens. The outdoor first approach is aimed at reaching urban audiences through quick, recognisable messaging in high visibility locations.
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