Scam savvy: AMFI’s campaign makes India invest wisely

The Association of Mutual Funds in India (AMFI) has sparked a powerful movement with its ‘Bharat farq pehchanega’ (India will know the difference) campaign, launched during the World Investor Week 2024. The campaign crafted by Mirum, has resonated deeply with millions of Indians, encouraging them to make informed financial decisions and distinguish legitimate investments from scams.

At the heart of the campaign is a compelling one-shot film in which Bharat—the personified voice of India—delivers a manifesto that urges citizens to recognise legitimate investments and stay vigilant against scams. The campaign’s reach is amplified through versions in Hindi, Telugu, and Tamil, alongside shorter audio formats tailored for various audiences.

Punit Dharamsi, senior vice president for marketing and investor education at AMFI said, “With the rise in fraudulent activities and misinformation in the financial market, investors’ are getting adversely impacted. At AMFI, we recognized the urgent need to address this issue head-on. ‘Bharat farq pehchanega’ presented a powerful opportunity to raise awareness about scams & misinformation and empower investors with the knowledge to make informed decisions. Launching the campaign during World Investor Week 2024 allowed us to amplify this crucial message at the right time.”

Commenting on the campaign thought, Naila Patel, national creative director and senior vice president at Mirum said, “When people get scammed, it's often because they lack the tools to differentiate between what's genuine and what's fake. The idea was to educate investors about these differences without being preachy. Hence, we made a short, one-take film in which people from Bharat narrate a manifesto to become informed investors — dramatic and full of flair, all geared towards creating an impact."

The campaign included a landing page, where visitors can access educational content around scam awareness and take a pledge to be an informed investor. Over 30 million Indians have interacted with the campaign and more than 85000 have taken a pledge to be an informed investor.

With ‘Bharat farq pehchanega’, AMFI continues its commitment to building investor awareness helping individuals protect their wealth and make informed choices in a rapidly evolving financial landscape.

Campaign’s take: In a market rife with finfluencers and get-rich-quick schemes, AMFI’s ‘Bharat farq pehchanega’ campaign is a much-needed wake-up call. Launched during World Investor Week 2024, the initiative employs a gripping one-shot film where ‘Bharat’ personifies India's collective voice, delivering a passionate manifesto to expose investment scams. The simple yet dramatic narrative is a masterclass in how to educate without preaching.

What makes the campaign tick? Its universal appeal. The multilingual rollout in Hindi, Telugu, and Tamil ensures that it speaks to a diverse audience, while the accompanying educational content bridges awareness gaps. A dedicated landing page even lets users pledge to become informed investors, adding an interactive layer to the campaign’s reach.

By dramatising a dry yet critical subject, it turns investment caution into a compelling story. The takeaway? Financial security starts with knowledge. As scams evolve, so must investor awareness, and AMFI has positioned itself as a guardian in this landscape—sharp, savvy, and unmissable. India may finally be ready to recognise the fine line between risk and recklessness.