‘Mutual Funds Sahi Hai’ has been a hugely successful investor education campaign by AMFI. The first part of the campaign has helped spread awareness about mutual funds and given a boost to retail participation in equities. The second part aims to demystify debt funds and increase retail investments in fixed income markets.
According to news reports, the campaign was slated to release in September but the recent IL&FS debacle caused AMFI to push the dates When we spoke to AMFI Chief Executive N S Venkatesh regarding the same, he refuted the statement and said that the awareness campaign and market news are completely unrelated. According to him, ‘Mutual Funds Sahi Hai debt campaign being an innovative campaign requires a lot of time for ideation and conceptualisation. We are still in the process of finalisation and are working closely with media agencies for the same,” he added.
The first mutual funds sahi hai camping ran across different media channels such as TV, online platforms, print, radio, hoardings in multiple languages. According to Venkatesh, they plan to adopt a similar route to spread awareness about debt.
Will the debt campaign capture the imagination of investors (to increase retail participation in debt markets) as the first campaign did? Only time will tell.
