AMFI goes multimedia to up MF awareness

16 Mar,2017

By A Correspondent


Association of Mutual Funds in India (AMFI), the trade association of Asset Management Companies (AMCs) of all Mutual Funds in India launched a comprehensive media and communication campaign, as a part of the mutual fund industry’s investor awareness outreach program, that is aimed to position Mutual Funds as a preferred investment option for potential investors.


The campaign was launched by G Mahalingam, Whole Time Member, SEBI. Speaking at the launch event, Mahalingam said: “It is for the first time in the history of financial services, that all industry participants have come together to promote the category. This campaign makes it easy for common public to understand about mutual funds and dispels many myths around them.”


On the occasion of the launch, AMFI Chairman, A Balasubramian said: “There is a need to encourage households to shift from physical savings to financial avenues, especially mutual funds. With this objective in mind, under SEBI’s guidance, AMFI has launched this investor awareness outreach program. I am sure the public will find these simple but powerful messages very thought provoking and will be encouraged to start investing in mutual funds.”


J. Walter Thompson (JWT), was entrusted with the creative work for the campaign. Speaking at the event, Rajesh Gangwani, Managing Partner of JWT, said: “We see this as a big platform idea which is multi-layered, multimedia and multi –narrative and can run over a long time frame. We are confident it will create the desired awareness about the mutual fund category and behavior change in terms of driving persuasion.”


Adding further, Hanoz Mogrelia, VP & ECD, JWT Mumbai, said: “Sahihai may seem like a very simple idea. But, to execute this idea, we had decided to stay in the space of warm, real conversations between friends. We shot eight commercials over a fortnight using absolute ‘non-models’, we shot at real locations, using live sound recording. The client team must be commended for the tremendous faith they have reposed in this idea; and backing it with such a massive ad campaign.”


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