Association of Mutual Funds Nudges Savers to Join India’s Growth Story

Association of Mutual Funds in India (AMFI) launched its next leg of mutual fund investor education campaign featuring two of the most popular and successful players of Indian Cricket - Master Blaster Sachin Tendulkar and Captain Cool MS Dhoni.

Conceptualised by Wunderman Thompson Mumbai, the new TVCs, launched by AMFI under its ‘Mutual Funds Sahi Hai’ awareness campaign, around the festive season, encourages people to start investing in mutual funds through the monthly SIP route, for their long-term financial goal, like children’s future and retirement.

On the launch of the new ad campaign, AMFI chairman Mr. A. Balasubramanian, said, “India is a country of savers. However, not many invest in capital markets. We want people to realise that investing at least some portion of their savings in mutual funds, will help them achieve their long-term financial goals. By investing in capital markets through the mutual funds.”

Anurag Tandon, managing partner, WT Mumbai, commented, “AMFI and WT have been on a journey of consumer education. The ongoing campaign has generated phenomenal results in terms of awareness for the MF category with its simple and easy to understand messages. Furthermore, the campaign has managed to move the needle in terms of participation in the category. The new campaign aims to build on the successful principles with a sharper call to action of ‘getting onto the playing field’ and we have none other than the legendary duo of Sachin and MSD delivering the compelling message.”

AMFI’s September month data figures showed that SIP numbers contributed approx. ₹13,000 crores of investments in a month. AMFI hopes that this new campaign will encourage more people to start investing in mutual funds every month through SIPs.