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AMFI will launch three mutual funds advertisements on Tuesday featuring Sachin Tendulkar and Mithali Raj. The commercial films will seek to allay market volatility fear of investors and caution them against unregulated new age investment options and ponzi schemes.
Sharing the rationale behind launching three new commercial films, AMFI Chairman A Balasubramanian said, "We want to educate small savers to shift towards formal and regulated mode of investments and opt for mutual funds as the preferred investment avenue. We wanted a voice of reason, someone who people trust to address the concern and educate them that it is best to ignore short term volatility and focus on long-term goals. Hence, we chose Sachin Tendulkar, our brand ambassador for this."
Here's a gist of how the three advertisements will look like:
The first film in the campaign featuring Tendulkar highlights how volatility is inherent and embedded characteristic of stock markets and appeals to investors to simply focus on their goals and stay invested.
The second film showcases how a young investor, blinded by social media, invests in new age digital trends and ends up losing his life savings. Tendulkar explains why we must steer clear of hyped digital trends and focus on a regulated investment option like mutual funds.
The third film, featuring Mithali Raj, the star captain of the Indian women’s cricket team highlights the issue of unregulated deposit schemes which promise double returns and gullible investors especially women falling prey. Mithali explains to her friend, who is a victim of such a scheme run by a fly-by-night operator that Mutual Funds are ideal for regular savers like her because they are time-tested and trusted for years.
