After the success of ‘Mutual Funds Sahi Hai’ campaign, AMFI is set to launch its new campaign that will promote the benefits of investing in debt funds.
NS Venkatesh, AMFI, CEO told Cafemutual that AMFI will come out with the campaign soon. He said, “We will take final call in the upcoming board meeting of financial literacy committee.” Currently, Nimesh Shah, MD and CEO, ICICI Prudential Mutual Fund and Chairman AMFI is heading this committee.
In an earlier interaction with Cafemutual, Venkatesh had said, “‘Mutual Funds Sahi Hai’ debt campaign being an innovative campaign required 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.
