Continuing its association with AMFI (Association of Mutual Funds in India), J. Walter Thompson, Mumbai, has rolled out the next phase of the ‘Mutual Funds Sahi Hai’ multimedia campaign aimed at creating investor awareness about mutual funds.
Phase one of the ‘Mutual Funds Sahi Hai’ campaign was launched a year ago with the objective of getting potential investors to be comfortable with mutual funds by dispelling the myths surrounding them. The campaign was brought alive, depicting slice-of-life situations in a conversational tone of voice. The campaign garnered positive response from investors and industry captains alike. It was recently awarded the bronze metal at the AME Awards 2018 in New York, becoming the only Indian entry in the financial services category to achieve this honour.
The new campaign takes the conversation forward and aims to build greater confidence in mutual funds and guides investors on finding out more through the microsite (mutualfundssahihai.com) while addressing some barriers as earlier.
The films, shot over a week, encourage investors to take active steps towards investing in mutual funds. Each TVC carries forward the conversation using the same characters albeit in a different set up while keeping the tonality, and execution framework consistent for continuity and relatability. The films will be supported by print, radio, outdoor and digital communication.
A Balasubramanian, Chairman, AMFI, said, “Mutual funds Sahi Hai campaign has worked really well for us. Research results and industry data only prove to show the magnitude of the campaign effect. At AMFI, as an industry association body, it is our constant endeavour to propel the category further through a collaborative effort. With new insights and deeper understanding of the audience’s mindset we are set to achieve that.”
Speaking about the campaign, Rajesh Gangwani, Managing Partner, JWT Mumbai, said, “The AMFI campaign connected with the audience because of its easy conversational style, which reassured investors that mutual funds were right for them. The new campaign takes them on to the next leg of the journey by challenging some misconceptions and importantly guiding them about what to do next as far as investment in mutual funds was concerned.”
CCO: Senthil Kumar
NCD: Tista Sen
Sr.VP and ECD: Hanoz Mogrelia
Sr.CD: Kashyap Joshi
Sr.CD: Rithwick Raghuath
Sr. Copywriter: Mrunal Naik
Sr. Art Director: Sanket Taral
Copywriter: Siddhesh Parelkar
Art Director: Brijesh Joshi
Managing Partner: Rajesh Gangwani
AVP & CSD: Abhay Godbole
Account Director II: Gaurav Bhagat
Senior Account Executive: Nidhi Kapadia
SVP & Executive Planning Director: Shaziya Khan
Strategic Planning Director: Purvi Mistry
Director: Anand Karir
Production House: White Script