Nippon India Mutual Fund Embraces 'Passive Advertising' and Gen Z Slang

Imagine you want to tell everyone about your cool new toy store.

It's hard because there are already big toy stores everyone knows!

Nippon India Mutual Fund, which helps people save money for the future, faces a similar challenge.

Instead of shouting about their store, they are doing 'passive advertising.'

This means they put their name on things people see every day, like laptops or even a metro station, so you see it without them directly trying to sell to you.

They are also trying to talk to young people, like you, in a way they understand.

They even have a special Instagram account called 'InvestBae' to teach young people about saving money using language they use.

This helps them become more known and trusted over time, like how you learn to trust older, established stores.