Union Mutual Fund launches 'Tukka Nahi, Tareeka Chahiye' to promote disciplined investing

Mumbai: Union Mutual Fund (Union MF), sponsored by Union Bank of India and Daiichi Life Group, Inc., has launched 'Tukka Nahi, Tareeka Chahiye', a nationwide investor awareness initiative aimed at encouraging investors to move beyond instinct-led decisions and adopt a more structured approach to investing.

The campaign is built around the observation that while access to investing has expanded, financial decisions are often influenced by market noise, opinions, tips and guesswork. Through the contrast between tukka, or a guess, and tareeka, or a method, Union MF aims to highlight the importance of planning, asset allocation and diversification in developing long-term investing discipline. The creative platform draws on a familiar behavioural tendency of relying on instinct, assumptions or hearsay when making everyday decisions. The campaign uses humour and relatable storytelling to encourage investors to reflect on their own approach to financial decision-making.

Commenting on the launch, Rajkamal Tiwari, CEO, Union Asset Management Company Private Limited, said, "India has made remarkable progress in expanding access to investing. The next stage of the journey is helping investors build confidence in how they make decisions. In a world where information is abundant and opinions are everywhere, the real differentiator is following a consistent and disciplined approach to asset allocation and diversification. That's what 'Tukka Nahi, Tareeka Chahiye' seeks to encourage.

As an industry, we have an opportunity to shift the conversation from chasing outcomes to building investing habits. If more investors begin to ask not just 'What should I invest in?' but 'What is my approach to investing?', we will consider this initiative successful." The initiative will be rolled out through an integrated mix of films, digital and social media and outdoor advertising. Union MF said the campaign is intended to evolve into a scalable investor awareness platform that can be adapted across formats, life stages and investor cohorts. The initiative seeks to make investor education more accessible and relatable by bringing financial decision-making into everyday conversations, while reinforcing the role of clarity, discipline and a structured approach over chance in investing. https://youtu.be/Gp8f3cgqCE0?si=1K8Cy3waHrS9hYWG