When full-time director of the Securities and Exchange Board of India , G Mahalingam launched the “Mutual Fund Sahi Hai” campaign of the Association of Mutual Funds in India (AMFI) in March 2017 to woo retail investors into the mutual funds 2017, he had said, that the cross-media advertisements would make it easy for the common public to understand about MFs and would dispel “myths” around them.
After running it for over two years on television, newspapers, magazines internet and outdoor banners not only in metros but also in tier two cities, the campaign has gone silent, without making the common public any wiser. Instead it has left the retail investors confused and even let down by almost 2000 schemes, launched and run by a large number of Asset Management Companies (AMCs), including those floated by the banks, brokerage firms and global fund houses.
