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Mutual Funds Sahi Hai, says AMFI’s latest campaign

For AMFI’s awareness outreach programme, J Walter Thompson has created eight ad films. The campaigns reassure and reinforce the ease of investing in mutual funds

BestMediaInfo Bureau | Mumbai | March 24, 2017

Mutual-Funds-Sahi-Hai Click on the Image to watch the TVC.

J Walter Thompson has been entrusted with the creative and digital mandate to run the investor awareness outreach programme for Association of Mutual Funds in India (AMFI). This is the first time a campaign of this magnitude is being executed under the aegis of AMFI.

The multi-media campaign which will be launched soon will comprise eight television commercials, print, outdoor, radio and digital media. A special microsite has been developed by Mirum as part of the effort. The campaign which also runs in regional languages has a huge pan-India canvas.

The task for the agency was to create salience for mutual funds as a category and bring it into the consideration set of potential investors.

The idea behind the campaign was to present mutual funds as part of regular conversation, something seen as a missing element in category communication that the public would indulge in. All eight campaigns showcase this with different scenarios in the car, wedding, train, showroom, parlour and many more. The tone of voice envisioned was to be direct, honest and inclusive. While building awareness about mutual funds, each film took a specific theme focusing on dispelling a myth or creating greater relevance for the category.

All campaigns end with the brands’ tagline – ‘Mutual Funds. Sahi Hai.’ The tagline was conceptualised keeping in mind the need to both reassure and reinforce the choice of mutual funds as an investment option in a simple way.

A Balasubramanian, Chairman, AMFI, said, “There is a need to encourage households to shift from physical savings to financial avenues, especially mutual funds. With this objective in mind, under SEBI’s guidance, AMFI has launched this investor awareness outreach programme. I am sure the public will find these simple but powerful messages very thought provoking and will be encouraged to start investing in mutual funds.”

Rajesh Gangwani, Rajesh Gangwani,

Rajesh Gangwani, Managing Partner, JWT Mumbai, said, “We see this as a big platform idea which is multi-layered, multimedia and multi-narrative and can run over a long-time frame. We are confident it will create the desired awareness about the mutual fund category and behaviour change in terms of driving persuasion.”

Hanoz Mogrelia Hanoz Mogrelia

Hanoz Mogrelia, VP and ECD, JWT Mumbai, said “Sahi Hai may seem like a very simple idea. But, to execute this idea, we had decided to stay in the space of warm, real conversations between friends. We shot eight commercials over a fortnight using absolute ‘non-models’, we shot at real locations, using live sound recording. The client team must be commended for the tremendous faith they have reposed in this idea; and backing it with such a massive ad campaign.”

The TVCs:


















Creative Agency: J Walter Thompson

Client: Association of Mutual Funds in India (AMFI)


Senthil Kumar, CCO

Tista Sen, NCD

Hanoz Mogrelia, ECD

Kashyap Joshi, Sr.CD

Rithwick Raghunath, Sr.CD

Mrunal Naik, Sr. Copywriter

Sanket Taral, Sr. Art Director

Siddhesh Parelkar, Copywriter

Brijesh Joshi, Art Director

Account management:

Abhay Godbole, AVP and CSD

Nidhi Kapadia, Account Executive


Shaziya Khan, SVP and Executive Planning Director

Siddhi Bhattacharyya, Account Planning Director


Asmit Chachad

Avhil D’souza

Production House: WhiteScript

Anand Karir: Director

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