AMFI appoints Concept Communications with mainline creative mandate for ‘Mutual Funds Sahi Hai’

New Delhi: Concept Communications has been appointed as the mainline creative agency for the Association of Mutual Funds in India (AMFI), following a competitive pitch process.

The new mandate will focus on refreshing the ‘Mutual Funds Sahi Hai’ campaign, a longstanding financial awareness platform, while contributing to AMFI’s broader objective of growing India’s investor base.

Speaking on the appointment, Venkat N Chalasani, Chief Executive, AMFI, said, “We are happy to on-board Concept Communications as our creative partner for AMFI’s iconic ‘Mutual Funds Sahi Hai’ campaign. Concept Communications stood out for their understanding of the evolving Indian investor and their vision for the future of brand AMFI. We are confident that this partnership will play a pivotal role in accelerating our investor inclusion agenda.”

Commenting on the appointment, Vivek Suchanti, MD & Chairman, Concept Communications, said, “AMFI is an extremely strong brand that has fundamentally transformed financial awareness and investor participation in Indian markets. We are deeply honoured by AMFI’s trust and excited to partner in the next chapter of this iconic brand. Our focus will be on making mutual fund conversations more accessible, relatable and action-oriented for India’s next generation of investors, especially across emerging and underserved markets.”