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Tag: Association of Mutual Funds in India

  • AMFI makes waves at Maha Kumbh 2025 with high-impact OOH campaign

    AMFI makes waves at Maha Kumbh 2025 with high-impact OOH campaign

    MUMBAI- As millions gather for spiritual renewal at Maha Kumbh 2025, another powerful message is flowing alongside the sacred rivers’ financial literacy. The Association of Mutual Funds in India (AMFI), in collaboration with Laqshya Media Group, has launched a high-impact out-of-home (OOH) campaign to bring its ‘Mutual Funds Sahi Hai’ message to over 40 crore attendees.

    Leading the campaign is the fully branded Ganga Gomti Express, a train that connects Prayagraj and Lucknow, turning daily commutes into a moving billboard for mutual funds. At Varanasi Airport, AMFI’s branding dominates departure halls, boarding gates, and arrival exits, ensuring high visibility among domestic and international travellers. Along major pilgrimage routes, billboards at Lahurabeer Crossing, Pandeypur Flyover, and Lohta Highway reinforce the message, integrating financial awareness with the event’s cultural and spiritual essence.

    AMFI chairman Navneet Munot, stated, “Maha Kumbh is a confluence of tradition and spirituality, much like mutual funds represent the confluence of faith and discipline in financial planning. Through this campaign, we aim to empower individuals with financial literacy, helping them understand the long-term benefits of investing.”

    AMFI chief executive Venkat N Chalasani said, “Our goal is to make financial planning as accessible and relatable as possible. Through culturally relevant messaging and strategic activations, we want to inspire people to take charge of their financial future.”

    Laqshya Media Limited COO Amarjeet Hudda said, “We’ve deployed a mix of static and mobile OOH formats at key transit points and city landmarks, ensuring AMFI’s message seamlessly integrates with the Maha Kumbh experience. This is not just branding—it’s about meaningful engagement.”

    By blending storytelling with strategic media placement, AMFI is setting a new benchmark in experiential OOH marketing. With the Maha Kumbh drawing millions seeking enlightenment, this campaign ensures that attendees leave not just with spiritual fulfilment, but also with practical financial insights to shape a more secure future.
     

  • AMFI becomes a silver partner for PCI at the Paris 2024 Paralympics

    AMFI becomes a silver partner for PCI at the Paris 2024 Paralympics

    Mumbai: The Association of Mutual Funds in India (AMFI) announced its partnership with the Paralympic Committee of India (PCI) as a silver partner for the Paris 2024 Paralympic Games. This collaboration aims to celebrate the unparalleled spirit of para-athletes and convey a powerful message of resilience, focus, and commitment that resonates with both the sporting and investing communities.

    This year, India is sending a formidable 84-member strong contingent of para-athletes to the Paris Paralympics. These athletes embody the essence of determination and the ability to rise above challenges. AMFI’s partnership with PCI is not just about supporting a global sporting event but also about celebrating the extraordinary journey of these athletes who have overcome immense odds to represent the nation on a global stage.

    AMFI chairman Navneet Munot remarked, “Our para-athletes exemplify the indomitable human spirit through their courage and tenacity. Their path to the Paris 2024 Paralympic Games serves as a powerful testament to the idea that with determination, no obstacle is insurmountable and no dream unattainable. This partnership transcends mere collaboration; it is a tribute to every victory over adversity and every dream that soars high. AMFI takes immense pride in supporting these exceptional individuals, whose resilience and perseverance inspire us all to push our boundaries. We stand alongside them on this extraordinary journey, celebrating their unwavering commitment to representing our nation with pride and honour.”

    AMFI chief executive Venkat Chalasani commented, “The journey of our para-athletes is nothing short of inspiring. They epitomize the courage to dream, the strength to overcome, and the will to succeed against all odds. At AMFI, we are humbled to be a part of their journey and to witness their incredible stories unfold in Paris. This partnership with PCI for the Paris 2024 Paralympic Games is a tribute to their unwavering spirit and a celebration of every dream that takes flight. We are honoured to support their journey and to stand by them as they showcase their resilience and determination on a global stage.”

    PCI president Devendra Jhajharia said, “We are delighted to see a huge interest from corporates in supporting our athletes, and it truly feels we have come a long way over the years. Our athletes made history in Tokyo with overall 19 medals. We are confident the contingent will perform even better in Paris and make the nation proud. It is an honour to have partnered with AMFI in this endeavour. We welcome them on board as we get ready together to celebrate and cheer our Indian heroes on their quest to conquer Paris.”

    IOS Sports & Entertainment founder & managing director Neerav Tomar said “We are elated to support our Paralympics athletes via establishing a partnership between PCI and AMFI. Our Indian para-athletes have already showcased their tremendous skills on the world’s biggest stage, and have achieved numerous laurels and accolades over the years. To further their cause and to play a small role in ensuring their success means the world to us. We are thrilled to be a part of their journey and we wish them the best for the upcoming Games in Paris.”

    AMFI together with PCI, honours the courage, perseverance, and unyielding spirit of these athletes, who inspire us all to believe that no dream is too big and no challenge too great. With #EveryDreamWillPlay, we look forward to witnessing history in the making, as our para-athletes show the world the true meaning of resilience and determination.

  • PMG brings together Tendulkar & Dhoni for new campaign

    PMG brings together Tendulkar & Dhoni for new campaign

    Mumbai: Professional Management Group has brought together the two cricket legends—Sachin Tendulkar and Mahendra Singh Dhoni—in one campaign.

    Launched by the Association of Mutual Funds in India under SEBI’s guidance as a part of its investor awareness outreach program, the “Mutual Funds Sahi Hai” campaign aims to educate the common public about mutual funds and dismiss myths around them. 

    The AMFI campaign’s aim is to position mutual funds as a preferred investment option for potential investors. PMG finds commonality between financial goals, from taking calculated risks based on a wealth of experience to being aware of surprises from opponents as useful tips in staying a step ahead in matches and making the most of available resources. Hence, the two cricketers make a perfect choice for the campaign creating awareness around mutual funds.

    PMG, India’s first sports marketing company, first struck a deal with AMFI in 2020, which included legendary cricketers like Sachin Tendulkar and Mahendra Singh Dhoni. The association is now three years old and looks to grow stronger with each passing year.

    The AMFI is an association of all the asset management companies of the SEBI-registered mutual funds. The latest “Mutual Fund Sahi Hai” campaign, featuring these two cricket icons, encourages people to start investing in mutual funds through the monthly SIP route for their long-term financial goals, like their children’s future and retirement.

    Commenting on the long-term partnership, Sachin Tendulkar said, “It has always been a wonderful experience working with the AMFI team. With every campaign, the aim has been to generate greater awareness about the benefits of investing in mutual funds with a long-term view. This campaign is no different, and we hope to highlight the importance of investing along with saving, which is a crucial message for all.”

    Referring to the importance of investing for the long term, M. S. Dhoni explained, “Staying put for the long term is what works best, be it cricket or investments. Mutual fund investments are managed by qualified professionals who have in-depth knowledge of the markets and are backed by years of research. Investing at least some portion of your savings in mutual funds will help you achieve long-term financial goals, is the key message that we are trying to convey with this campaign.”

    AMFI chief executive N. S. Venkatesh said, “This is the third year of our association with Sachin Tendulkar and Mahendra Singh Dhoni. Their contribution to Indian cricket has been exceptional, and people look up to them. Bringing them together for this campaign was a big step towards bringing mutual funds closer to the general public. The response has been great, and we couldn’t have asked for more. We thank PMG for getting this organised for us.”

    Professional Management Group COO Melroy D’souza added, “This is a landmark moment for Indian TV as two of the biggest legends from the sporting world come together for a campaign. Both Sachin Tendulkar and MS Dhoni stand for trust, belief, and long-term vision, which are synonymous with AMFI’s campaign vision. We at PMG are thrilled that we managed to get them together and will continue to work on out-of-the-box ideas and create an impact.”

  • AMFI launches brand-new campaign featuring Sachin Tendulkar & MS Dhoni

    AMFI launches brand-new campaign featuring Sachin Tendulkar & MS Dhoni

    Mumbai: The Association of Mutual Funds in India (AMFI) launched its next leg of a mutual fund investor education campaign featuring two of the most popular and successful players in Indian cricket: master blaster Sachin Tendulkar and captain cool MS Dhoni.

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

    On the launch of the new ad campaign, AMFI chairman 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 mutual funds.”

    WT Mumbai managing partner Anurag Tandon 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 data figures showed that SIP (systematic investment plan) numbers contributed approximately Rs 13,000 crore 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.

  • JWT Mumbai launches next phase of AMFI campaign

    JWT Mumbai launches next phase of AMFI campaign

    MUMBAI: In its continued association with Association of Mutual Funds in India (AMFI), J. Walter Thompson, Mumbai, has rolled out the next phase of the multimedia campaign aimed at creating investor awareness about mutual funds.

    Phase one of the ‘Mutual Funds Sahi Hai’ campaign was launched a year ago with the objective of getting potential investors to be comfortable with mutual funds by dispelling the myths surrounding them. The campaign was brought alive depicting slice-of-life situations in a conversational tone of voice.

    The campaign garnered positive response from investors and industry captains alike. It was recently awarded the bronze metal at the AME Awards 2018 in New York, becoming the only Indian entry in the financial services category to achieve this honour.

    The results were quite resounding as mutual fund companies saw an overall addition of 32 lakh new investors over the last one year. The industry also witnessed AUM growth of almost 25 per cent from March 2017. Monthly SIP contribution for the industry touched Rs 7119 crore from 2.11 crore SIP accounts (Source: AMFI). Moreover, 60 per cent of respondents recalled specific campaign messages like ‘everybody can invest in mutual funds’ and ‘One can start with Rs 500’. (Source: Research by Nielsen)

    It was evident that people had warmed up to the conversation and were interested in knowing more. The new campaign takes the conversation forward and aims to build greater confidence in mutual funds and guides investors on finding out more through the microsite, mutualfundssahihai.com, while addressing some barriers as earlier.

    The films, shot over a week, encourage investors to take active steps towards investing in mutual funds. Each TVC carries forward the conversation using the same characters albeit in a different set up while keeping the tonality, and execution framework consistent for continuity and relatability. The films will be supported by Print, Radio, Outdoor and Digital communication.

    AMFI chairman, A Balasubramanian said, “The campaign has worked really well for us. Research results and industry data only prove to show the magnitude of the campaign effect. At AMFI, as an industry association body, it is our constant endeavour to propel the category further through a collaborative effort. With new insights and deeper understanding of the audience’s mindset we are set to achieve that.”

    JWT Mumbai managing partner Rajesh Gangwani added, “The AMFI campaign connected with the audience because of its easy conversational style which reassured investors that mutual funds were right for them. The new campaign takes them on to the next leg of the journey by challenging some misconceptions and importantly guiding them about what to do next as far as investment in mutual funds was concerned”