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‘Mutual Funds Sahi Hai’, J. Walter Thompson Mumbai takes the conversation forward

In association with AMFI, J. Walter Thompson, Mumbai, has rolled out the next phase of the ‘Mutual Funds Sahi Hai’ campaign by challenging misconceptions about investment in mutual funds

Click on the Image to watch the TVC.

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 ( 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

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.”

Rajesh Gangwani

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.”

The TVCs:




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

 Account Management:

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


Asmit Chachad

Ahvil D’souza    

Director: Anand Karir

Production House: White Script

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