AMFI launches two advertising campaigns for the festival season


NEW DELHI: The Association of Mutual Funds in India (AMFI) has released a series of advertising films for the festival season.

Created by digital marketing agency Mirum India, the commercials story revolves around relationships, relevant not only to the festival season but also from an investment standpoint.

The campaign emphasizes “tacit” relationships that are good to invest in and that extend beyond the normal circle of family and friends. The stories in the ad are woven around celebrating and maintaining relationships, which bring immense joy while making the public aware of their importance.

Mohit Ahuja, director of branding and client services at Mirum India, said investment communications should generally speak to mind. AMFI’s long-standing “Mutual Fund Sahi Hai” campaign has simplified the logic. ‘Rishtey Nibhana Sahi Hai’ gives the original campaign a twist and speaks to the heart of the investor. “This secondary campaign gives us another umbrella to use as needed and adds to the original thinking”

Naila Patel, Executive Creative Director at Mirum, added: “When the ‘Mutual Funds Sahi Hai’ campaign was launched, it almost sounded like an oxymoron. The only thing people knew or remembered about any communication about mutual funds was the warning that it was risky. But this campaign changed everything. Therefore, this reiteration of ‘Sahi Hai’ to other horizons becomes very relevant and fluid. “

Juzer Tambawalla, AMFI Digital Committee Member and Director of Product and Marketing at Franklin Templeton India, said: “As in any relationship, there is a certain commitment, dedication and patience required, just like with mutual funds. “

The campaign pleads with customers to say “Sahi” to all of these connections as well. The first film was released during Durga Puja and the second film is now live for Diwali.

AMFI launched its previous campaign in March 2017 to educate investors about mutual funds. In 2018, mint had reported that mutual fund ad spend was Rs230 crore led by print with surcharge ??50 crore on digital in 2017.

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