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New Business: dentsu X wins the media mandate on Association of Mutual Funds in India

MUMBAI, INDIA – dentsu X India, the integrated media specialist from the house of dentsu international, has won the media mandate for the Association of Mutual Funds in India (AMFI). The agency won the account following a multi-agency pitch. For the record, dentsu X was also the incumbent, having handled the brand since 2016. The other agencies contending for the business were Mindshare, Madison and Initiative.

Nilesh Shah, Chairman, AMF

Speaking on the assignment, Nilesh Shah, Chairman, AMFI said, “We are pleased to renew our relationship with dentsu X. The agency has shown an in-depth understanding of the category and consumer. It appreciates both – the consumer motivations as well as the client’s perspectives, to deploy investments designed to deliver on our business objectives. dentsu X, in effect, has been an integral partner and not just an agency.”


N. S. Venkatesh, Chief Executive, AMFI

“Delighted that we are continuing our partnership with dentsu X. The team here has always exceeded expectations. It understands the eco-system and deploys platform-agnostic solutions and innovations to deliver on business KPIs,” added N. S. Venkatesh, Chief Executive, AMFI.



Divya Karani, CEO, dentsu X India

Commenting on the win Divya Karani, CEO, dentsu X India said, “This is a resounding validation of dentsu X’s work in building the business, driving sustainable value year-on-year and the close teaming with all our AMFI members. This decisive mandate is right by both, dentsu X and AMFI.”

It is pertinent to note here that dentsu X India has been managing the media mandate for AMFI since the launch of the ‘Mutual Funds Sahi Hai’ campaign in 2016. From there on, the mutual fund industry has grown manifold. Additionally, dentsu X’s ‘experience beyond exposure’ approach and innovations have been recognised and acknowledged by the industry through multiple awards such as DIGIXX, Digiplus, e4m Play Awards, SCREENXX, SAMMIE and Foxglove. AMFI has also been awarded a special citation by Marquees for ‘Breathing a new life into a category’.

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