AMFI pushes Mutual Funds as the right choice with slice-of-life situations

Association of Mutual Funds in India (AMFI) has rolled out a campaign through which it looks to position mutual funds as a preferred investment option for investors.The campaign has been conceptualised by J. Walter Thompson.

 

The campaign consists of eight TVCs that spread the message 'Mutual Funds Sahi Hai' (Mutual Funds are the right option). All the films show a scenario where two people are shown talking to each other and busting a myth about Mutual Funds.

 

View the films here (story continues below)

G. Mahalingam, whole time member,  SEBI, said, “It is for the first time in the history of financial services, that all industry participants have come together to promote the category. This campaign makes it easy for common public to understand about mutual funds and dispels many myths around them.” 

 

A Balasubramian, chairman, AMFI, said, “There is a need to encourage households to shift from physical savings to financial avenues, especially mutual funds. With this objective in mind, under SEBI’s guidance, AMFI has launched this investor awareness outreach program. I am sure the public will find these simple but powerful messages very thought provoking and will be encouraged to start investing in mutual funds.”

 

Rajesh Gangwani, managing partner, J. Walter Thompson, said, “We see this as a big platform idea which is multi-layered, multimedia and multi –narrative and can run over a long time frame. We are confident it will create the desired awareness about the mutual fund category and behavior change in terms of driving persuasion.”

 

Hanoz Mogrelia, VP and ECD, JWT Mumbai, added, “Sahi hai may seem like a very simple idea. But, to execute this idea, we had decided to stay in the space of warm, real conversations between friends. We shot eight commercials over a fortnight using absolute ‘non-models’, we shot at real locations, using live sound recording. The client team must be commended for the tremendous faith they have reposed in this idea; and backing it with such a massive ad campaign.”

 

The campaign also consists of print and digital legs. A microsite www.mutualfundssahi.com has also been created.