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Tata Mutual Fund is riding the audio wave as it enters the market with ‘Ishq Bhi Risk Bhi’ Season 2 on It is India's first audio‐drama in the Mutual Fund Investor Education space.

This fictional Hindi series aims to help audiences in B30 cities and beyond to participate in capital markets for their wealth creation goals through investing decisively in mutual funds and SIPs.

The brand also launched 'Mind over Markets', a conversational podcast in English, on for helping investors with needle-moving insights on capital markets. The weekly series insights is a capsule created by the way of conversation between Tata Mutual Fund's CIO, Rahul Singh and MVS Murthy, Head of Marketing, Digital and Communications.

MVS Murthy

MVS Murthy, Head of Marketing and Digital Communications, said, "Season 1 of Ishq bhi Risq bhi underlined our belief in the 3Vs — Video, Voice and Vernacular. We are active in leveraging the other two as well. This is an innovative audio drama that weaves the story of different types of mutual funds and offers solutions to investors. We have had incredible results for us in terms of reach, audience engagement, and measurable digital attributes. It was a natural selection for us to continue this effort to strengthen our focus in HSM regions.”

The Hindi series ‘Ishq Bhi Risk Bhi 2’:‐bhi‐risk‐bhi‐season‐2/

Podcast 'Mind Over Markets' ‐ new weekly episode:‐over‐markets/