AMFI hopes to raise awareness of mutual funds in new campaign

Publicis Capital Mumbai has created four new TVCs for the 'Association of Mutual Funds in India' (AMFI) in a bid to increase awareness and penetration of mutual funds in the country.  

Through the campaign, AMFI hopes to address basic questions an Indian man asks himself before investing and hopes to answer questions about the risks associated with it. In the campaign, mutual funds is  called a saving instrument rather than a quick investment,  and it is explained using 'home truths' that address the four basic concerns that arise before investing in them.

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Commenting on the TVCs, Emmanuel Upputuru, national creative director, Publicis Capital, said, "Mutual funds are sold, not bought. It was that one line that our planning head, Anirban dropped in the discussion that sparked off my thinking. So we decided to do a sort of a public interest kind of a campaign that nudges people to look at MFs in a new light. We told ourselves this campaign should be devoid of any hardsell, just put forward the facts. The scripts were written by Tanuja Goyal with me and Little Lamb's big director, Buddy did the rest”.

Tanuja Goyal, creative director, Publicis Capital, added, "The unique part of this campaign is that it doesn't try to sell a particular brand of mutual funds. It is an attempt to shift a very strong mindset - from mutual funds being perceived as an investment tool to a means of saving money. Each film is a simple argument made by a sincere protagonist to convince the viewer about the benefits of mutual funds.”

Commenting on the campaign and mutual funds, Hemant Misra, chief executive officer, Publicis Capital, said, "I have personally always thought of Mutual Funds as a saving instrument, the lack of financial understanding in young people today is a subject very close to my heart. Our conviction in our strategy was so strong that we actually made scratch films for the pitch that have now been made without any change.”

V.Ramesh, deputy chief executive officer, AMFI, added, “The response to our Investor Awareness Programme is really encouraging.  We are sure, as the campaign builds momentum, the response will only get better. I am glad we have had a great beginning”

Credits:
Client: AMFI
Agency :  Publicis Capital
Creative : Emmanuel Upputuru, Vivek Nayyar, Tanuja Goyal, Runjhun Jain and Manasi Bindal
Account management : Madan Mohan, Kishor Gonate and Anas Dalvi
Planning : Anirban Mozumdar
Films : Sia Bhuyan
Production house : Little Lamb Films 
Director : Bauddhayan Mukherji