Campaign SpotlightPress Release

Association of Mutual Funds in India unveils spot with Wunderman Thompson Mumbai on India’s growth story

MUMBAI, INDIA — Association of Mutual Funds in India (AMFI) launched its next leg of mutual fund investor education campaign featuring two of the most popular and successful players of Indian Cricket – Master Blaster Sachin Tendulkar and Captain Cool MS Dhoni.

Conceptualized by Wunderman Thompson Mumbai, the new TVCs, launched by AMFI under its “Mutual Funds Sahi Hai” awareness campaign, around the festive season, encourages people to start investing in mutual funds through the monthly SIP route, for their long-term financial goal, like children’s future and retirement.


On the launch of the new ad campaign, AMFI Chairman A. Balasubramanian said, “India is a country of savers. However, not many invest in capital markets. We want people to realize that investing at least some portion of their savings in mutual funds, will help them achieve their long-term financial goals. By investing in capital markets through the mutual funds.”

WT Mumbai Managing Partner Anurag Tandon commented, “AMFI and WT have been on a journey of consumer education. The ongoing campaign has generated phenomenal results in terms of awareness for the MF category with its simple and easy to understand messages. Furthermore, the campaign has managed to move the needle in terms of participation in the category. The new campaign aims to build on the successful principles with a sharper call to action of ‘getting onto the playing field’ and we have none other than the legendary duo of Sachin and MSD delivering the compelling message.”

AMFI’s September month data figures showed that SIP numbers contributed approx. ₹13,000 crores of investments in a month. AMFI hopes that this new campaign will encourage more people to start investing in mutual funds every month through SIPs.


Wunderman Thompson
Managing Partner: Anurag Tandon
Regional Creative Director: Tista Sen
National Planning Director: Shaziya Khan
Senior VP & EBD: Samarth Shrivastava
Senior VP & ECD: Priya Pardiwalla
VP & Exec Creative Director: Steven Mathias
Vice President: Abhay Godbole
Sr. Account Director: Neha Singh
Sr. Creative Director: Vijay Solanki
Creative Director: Arjun Chandravanshi
Film Producer: Asmit Chachad
Creative Director: Rohan More
Creative Supervisor: Sujay Joshi
Sr. Account Executive: Swastika Digha

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