In the second quarter of 2016, members of the financial literacy committee at AMFI put their heads together to devise ways to spread awareness about mutual funds and position them as a preferred investment option. Sandeep Walunj, CMO, Reliance Nippon Life MF, in a chat with Cafemututal mentioned that the committee members realised that this could be an opportunity to change the rooted perception about mutual funds. “Generally, people used to equate MFs with equity and equity with risk. Moreover, the statutory risk disclaimer (Mutual funds are subject to market risks…) further gave an impression that they need to be scared of the product. While it is necessary that investors understand the risks, we may have ended up inadvertently de-selling the product and this was an opportunity to change the investor’s perception,” he added.
Gaurav Suri, member, AMFI Financial Literacy Committee, Senior Executive Vice President and Marketing Head, UTI Mutual Fund, mentioned that it took the committee 5-6 months to strategize and put the operational processes in place. The committee was divided into multiple sub-committees each one heading a different media channel. The campaign is a result of collaboration between all committee members and the multiple marketing agencies. The result was a hard-hitting campaign with a slogan so simple that people easily connected to it. Have you guessed which AMFI initiative I am talking about? You are right it’s 'Mutual Funds Sahi Hai.'
Since its launch in 2017, the campaign has featured in multiple languages across different media channels such as TV, online platforms, print, radio, hoardings and other media. The initiative is credited for creating awareness about mutual funds and encouraging investors to move from physical assets to mutual funds.
While you all are aware of the tremendous response the advertisements got from the public, many of you may not know that the initiative caught the eye of the advertising world too. This has led to the campaign winning a whopping seven awards across various categories.
Here is the list of awards won by the campaign:
- Winner of Marquees 2018 award under Special Category
The campaign won an award for ‘Breathing New Life into a Category’
The Marquees awards organized by The Advertising Club, celebrate excellence in marketing. Under their special category awards, they recognise brands, which have gone beyond the call of duty. Efforts by some of these brands have benefited the sector as a whole, while some others have created a whole new sector
- AME 2018, Bronze winner for Product & Services - Financial Services
The AME Awards® has honoured the World's Best Advertising & Marketing Effectiveness™ since 1994. To earn a prestigious AME Award, an entry must demonstrate ground-breaking solutions to challenging marketing problems and exhibit specific marketing goals and objectives accomplished through creative execution and strategic planning. An international panel of judges from five regions around the globe meticulously scores entries submitted into the AME Awards.
With a 25-year reputation for awarding high-calibre entries, the prestige of being recognized as an AME award-winning campaign is an enviable achievement.
- Bronze winner of Effies 2018 under Interactive Marketing category
The Effie Awards recognize all forms of marketing communication that contribute to a brand's success. The New York American Marketing Association launched the Effie Awards in 1968 as an awards program to honour the most effective advertising efforts.
- Silver winner of Prime Time Awards under category ‘Best Use of Sports channel’
Launched in 2014, Exchange4media’s Prime Time Awards honour the best television commercials of the year.
- Gold winner of Digital Crest Awards under Digital Strategy category
The Campaign India Digital Crest Awards (CIDCA) seeks to identify and reward the most engaging, creative and effective campaigns across digital media.
- Received ‘Best Display Marketing in Digital Award’ from M3 Awards under Digital Marketing category
Masters of Modern Marketing Awards, popularly known as the mCube or M3 Awards, acknowledges the exemplary work in the marketing space. They have a special focus on digital marketing.
- Bronze winner of IAMAI Awards for Display Campaign
While increased awareness about mutual funds is the best reward for the team, the awards feel like a tribute to their collaboration.
