“AMFI’s Campaign “Mutual fund Sahi Hai”  is back”


After the massive success of the first leg of “Mutual Fund Sahi Hai” campaign that was launched last year in March 2017, the mutual fund companies have successfully achieved an overall addition of 32 lakh new investors.

AMFI has just launched the next set of films for “Mutual Funds Sahi Hai” campaign. This year’s campaign objective is to communicate to the investor on the nuances of mutual fund investing while exalting the benefits of being invested for the longer term, especially when markets are volatile, the message is conveyed with the same set of character’s we saw in last year’s campaign to bring sense of relatability to the viewers.

AMFI campaign is another prime example of marketing that works driven by insights. This campaign successfully tapped into their audience’s behaviour’s and perceptions about Mutual funds in very real conversations.

Hanoz Mogrelia, Global Executive Creative Director Radiant,J. Walter Thomson adds “In season 2 of AMFI campaign we have the same team as in season one which makes thing easier for this campaign. Everything is similar but in a bigger and better way which takes this campaign it to the next level diminishing the misconception for the investing in mutual funds”

To bring alive this vision White Script has been the production house of choice for the agency and the Director “Anand Karir”.

Talking about the campaign Inder Kochar CEO of White Script “its always our endeavour to create films which are remembered and with AMFI we have received great feedback from the industry and audiences alike.…..seeing our client AMFI & creative agency J. Walter Thomson meeting their objective with this campaign gives me great professional satisfaction.”

These films were shot over a week and is supported by print, radio, outdoor and digital communication campaign which is being released in all major Indian regional languages for the maximum outreach.

We also spoke to Amol Vaingankar, Producer at White Scriptsays “We had such a good response in our last years’ campaign and in this year we have taken it a notch higher with a better reach to connect with the audience”.