AMFI has recently launched a new multimedia campaign. This campaign is a part of the investor awareness program, which aims to position mutual funds as a preferred investment option and bust the myths surrounding mutual funds.
We spoke to a few IFAs to understand what they think of the campaign and what they feel should be done going forward.
Ritesh Sheth of Tejas Consultancy is all praise for the campaign. “The ads strike a chord with investors. Over the past week, I have been getting queries from many first time investors who want to know if what they have seen in the ad is true. I think this is a great initiative by AMFI,” he says.
He hopes that AMFI will modify the ads according to changing investor behaviour and ensure continuity of the campaign.
Jayant Vidwans of Vidwans Financial Planners also appreciates the campaign and says, “AMFI has made a great start with this campaign. With SEBI allowing the promotion of mutual funds by celebrities, this is a great opportunity for the industry to create more buzz about MF. Going ahead, I think the industry body should consider roping in popular figures for the campaign,” he says.
Mumbai-based IFA Deepak R Khemani feels that the campaign managers must consider telecasting testimonials by investors who have benefited from mutual funds. “Though the ads are a good start, telecasting inspiring investor stories will be able to pull in more investors,” he advises.
Overall, the campaign seems to have received a good reception from all quarters, with many praising the tagline “Sahi hai” for its simplicity and effectiveness.
Vinod Jain of Jain Investment gives a five star rating to the campaign. “The campaign is very good. I especially like the tagline, which is simple and to the point. I feel AMFI has done a great job, though it would be nice if the ads advised the investors to consult the closest investment advisor for details about funds. If AMFI does this, there will be better client conversion ratio for advisors,” he says.
The campaign consists of ads across medium, including TV, radio, newspaper and social media. The campaign managers have also created a micro website mutuafundssahihai.com where they have endeavoured to address all the major concerns around mutual funds. The website also has tools like SIP calculator or inflation calculator to help investors.
