AMFI has launched a new multimedia campaign on Wednesday. This campaign is a part of the Investor awareness programs, which aims to position mutual funds as a preferred investment option.
The campaign has a core message - “Mutual Funds Sahi Hai” - through different media such as TV, Digital, radio, print, cinema and outdoor hoardings. The campaign will run in eight regional languages. With everyday situations as the backdrop, the campaign aims to assure prospective investors that mutual funds are the right option for them.
The campaign was launched by G. Mahalingam, Whole Time Member, SEBI. Speaking at the launch event, G. Mahalingam commended the team for coming up with a simple and clear tag line. He said, “The tagline is simple and easily relatable. It also gets across the crux of the entire campaign in a simple straightforward way.”
Appreciating AMFI for the successful launch of the new campaign, he urged the AMCs also to do their bit and support the campaign. “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,” he said
At the launch, AMFI Chairman, A Balasubramanian 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 campaign. 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.”
JWT was entrusted with the creative work for the campaign. Speaking at the event, Hanoz Mogrelia, VP & ECD, JWT Mumbai, said, “Sahi hai may seem like a very simple idea. However, 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’ at real locations, using live sound recording.”
As part of the campaign, AMFI also launched a microsite, www.mutualfundssahi.com, where investors can find detailed information about mutual funds and locate their nearest mutual fund office and mutual fund distributors. AMFI has also revamped the “Investor Corner” on its website www.amfiindia.com where investors can now make online investment in mutual funds; download factsheets and can even view their unclaimed dividend or redemption amount with different fund houses. The investor corner has a host of information in a simple language that investor would find useful.