Union MF's 'Tukka Nahi, Tareeka Chahiye' IAP campaign puts India's investing habits in spotlight

Mumbai, 27 August 2026: Union Mutual Fund (Union MF), sponsored by Union Bank of India and Daiichi Life Group, Inc., has unveiled 'Tukka Nahi, Tareeka Chahiye', a nationwide investor awareness initiative aimed at encouraging investors to move beyond instinct-led decisions and embrace a more structured approach to investing.

The campaign is based on a simple but powerful insight: while access to investing has expanded significantly, financial decision-making is still often influenced by market noise, opinions, tips and guesswork. Through a relatable narrative, Union Mutual Fund seeks to spark a larger conversation around the importance of having a clear method, or tareeka, when making investment decisions, including the role of asset allocation and diversification in building long-term investing discipline.

The campaign draws from a familiar behavioural trait seen across everyday life, where people often rely on instinct, assumptions or hearsay to make decisions. While such guesswork may be harmless in many situations, investing outcomes are better supported by planning, discipline and a well-considered approach. Through the contrast between tukka and tareeka, the initiative encourages investors to reflect on how they approach their financial decisions.

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."

At the heart of the campaign is the contrast between 'tukka', a guess, and 'tareeka', a method. Using humour and engaging storytelling, the creative platform educates and encourages investors to recognise instinct-driven behaviour and appreciate the value of planning, balance and informed decision-making.

The initiative will be rolled out through an integrated mix of films, digital and social media and outdoor advertising.

With this initiative, Union Mutual Fund aims to build a scalable investor awareness platform that can continue evolving across formats, life stages and investor cohorts. The long-term vision is to make investor education more accessible, relatable and part of everyday conversations, reinforcing the belief that when it comes to investing, clarity and discipline matter more than chance.

Ad Film Link: https://youtu.be/Gp8f3cgqCE0?si=1K8Cy3waHrS9hYWG

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Union Mutual Fund (Registration No. MF/066/11/01)

IAP Disclaimer -

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This program is a part of Investor Education and Awareness Initiative by Union Mutual Fund A Multi Asset Allocation Fund invests across at least three asset classes as per the category mandate. These may include Equity, Debt, Gold and other permitted asset classes.

A Multi Asset Allocation Fund invests in at least three asset classes, with a minimum allocation of at least 10% each in all three asset classes.