HSBC Mutual Fund has launched a new campaign titled ‘Teen Tigda Kaam Tagda’, challenging a familiar cultural belief and reframing it through the lens of smart investing. Rooted in everyday Indian wisdom, the campaign draws from the commonly heard phrase “Teen tigda kaam bigda” to spark a conversation around how the number three can, in fact, work powerfully-especially in the context of Multi Cap funds.

At the heart of the campaign is a digital film that introduces viewers to Ramesh, a protagonist whose life is guided by his belief that three is unlucky. From avoiding three parathas at breakfast to refusing to ride with two other colleagues, his actions are driven by this superstition. The narrative takes a turn when it comes to investing, where the film gently introduces a contrasting idea: the combination of three market segments-large cap, mid cap, and small cap-can actually strengthen an investment strategy.

Through humour and relatable situations, the film explains how Multi Cap funds leverage diversification across market capitalizations to balance risk and reward, while aiming for long-term portfolio growth. The storytelling remains self-aware and respectful, never dismissing cultural beliefs but instead encouraging viewers to rethink them in a financial context.

Speaking on the campaign, Ankur Thakore, Chief Business Officer at HSBC Mutual Fund, said the initiative reflects the brand’s commitment to helping investors make confident, informed decisions for long-term wealth creation. By spotlighting the “Power of Three,” the campaign positions HSBC Multi Cap Fund as a practical solution for investors seeking diversification and stability.

Rolled out across digital, print, and outdoor platforms, ‘Teen Tigda Kaam Tagda’ reinforces a simple message: when it comes to investing, three can indeed be a strength-not a setback.