AMFI invites creative pitches for next phase of ‘Mutual Funds Sahi Hai’ campaign

New Delhi: The Association of Mutual Funds in India (AMFI) has announced a Request for Proposal (RFP) inviting both integrated and/or digital creative agencies to participate in a pitch for the strategic development and execution of the next phase of the Mutual Funds Sahi Hai campaign.

This creative mandate is aimed at further deepening awareness, simplifying investor understanding, and driving higher engagement with mutual funds across demographics, especially in India’s evolving digital and Bharat-first landscape.

The RFP document outlines detailed timelines for the multi-phase selection process, including:

• RFP release and access for interested agencies
• Shortlisting based on credentials and intent
• Final creative presentations and agency selection

“We are looking for passionate partners who understand financial behaviour and can translate that into compelling, high-impact communication across mediums and markets,” said Venkat Chalasani, Chief Executive, AMFI. 

He further added, This is not an RFP for a deal, it’s an endeavour to be a part of a journey for building a financially empowered nation.

This pitch marks the next phase in the evolution of the ‘Mutual Funds Sahi Hai’ campaign—an initiative that has played a key role in shaping India's mutual fund investment culture. 

AMFI invites agencies with expertise in the following key areas to join this mission:

Give strategic direction for outreach and creative development, and think of the campaign as being for the future in alignment with national priorities of financial inclusion. 

Agencies interested in participating are invited to write to rfp2025@amfiindia.com  to request the RFP document and detailed guidelines.