Case study
Trust Mutual Fund
Equity Launch PR Campaign (TrustMF Flexi Cap Fund)
100+ Coverages
36K
642
Client: TRUST MUTUAL FUND)
Overview
As one of India’s most respected names in debt mutual funds, Trust Mutual Fund was ready for its next chapter: launching its first-ever equity scheme, the TrustMF Flexi Cap Fund.
To support this leap, Trust Mutual Fund partnered with Colleen Tandem PR to lead a full-scale communication campaign that would shift perception, spark visibility, and build confidence among investors, distributors, and the media.
The Challenge
Despite its strong reputation in the debt category, Trust Mutual Fund faced two key challenges:
Perception Shift: Redefining itself as a credible player in the equity space
Low Awareness: Among retail investors and distributors for equity offerings
The ask was clear: generate strong media presence, investor confidence, and credibility in just 45 days.
The Strategy
Colleen Tandem PR designed a high-impact, storytelling-led campaign that:
- Positioned Trust MF’s leadership as equity thought leaders
- Highlighted the fund’s unique investment approach (“Gorilla Investing”)
- Drove visibility across TV, digital, regional, and business media
Ensured a balance of brand-building and product-focused communication
Execution Highlights
Press Conference with 30+ media attendees
12+ Feature Stories in top business publications
14 TV & Digital Interviews with leadership, including CNBC TV18, ET Now, and Zee Business
100+ Regional Media Coverages in key markets
Authored Articles, podcasts, and influencer engagements for retail investor outreach.
Results
₹500+ Crores mobilized during the NFO window
Feature coverage in The Hindu Business Line, ETMarkets, CNBC TV18, and more
Marked increase in investor awareness around equity offerings
Elevated media presence for the leadership team, positioning Trust MF as a credible equity voice
Ready to spark conversations that convert?
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