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JWT Mumbai creates 8 ad films for AMFI's investor awareness outreach program

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JWT Mumbai creates 8 ad films for AMFI's investor awareness outreach program

J Walter Thompson has been entrusted the creative and digital mandate to run the Investor Awareness Outreach program for Association of Mutual Funds of India (AMFI). This is the first time a campaign of this magnitude is being executed under the aegis of AMFI. The multi-media campaign, which breaks soon, will comprise eight TVCs, Print, OOH, Radio and Digital media. A special microsite has been developed by Mirum as part of the effort. The campaign which will also run in regional languages has a pan-India canvas.









The agency task was to create salience for mutual funds as a category and bring it into the consideration set of potential investors. The thinking behind the campaign was to present mutual funds as part of regular conversation, something which was seen as a missing element in category communication that the public would indulge in. The tone of voice envisioned was to be direct, honest, and inclusive. While building awareness about mutual funds, each film takes on a specific theme focusing on dispelling a myth or creating greater relevance for the category. The tagline “Mutual Funds Sahi Hai” was conceptualized keeping in mind the need to both reassure and reinforce the choice of mutual funds as an investment option in a simple way.

Commenting on the purpose of the campaign, A Balasubramian, AMFI Chairman, 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.”

Speaking about the campaign, Rajesh Gangwani, Managing Partner of JWT Mumbai, said, “We see this as a big platform idea, which is multi-layered, multimedia, and multi-narrative, and can run over a long timeframe. We are confident it will create the desired awareness about the mutual fund category and behaviour 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.”

Credits: J Walter Thompson


Senthil Kumar, CCO

Tista Sen, NCD

Hanoz Mogrelia, ECD

Kashyap Joshi, Sr.CD

Rithwick Raghunath, Sr.CD

Mrunal Naik, Sr. Copywriter

Sanket Taral, Sr. Art Director

Siddhesh Parelkar, Copywriter

Brijesh Joshi, Art Director


Abhay Godbole, AVP & CSD

Nidhi Kapadia, Account Executive


Shaziya Khan, SVP & Executive Planning Director

Siddhi Bhattacharyya, Account Planning Director


Asmit Chachad

Avhil D’souza    

Production House – WhiteScript

Anand Karir - Director

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