Close in the heels of the HDFC Standard Life win, Leo Burnett has bagged the advertising duties of the Association of Mutual Fund in India (AMFI). The win was preceded by a multi-agency pitch, which commenced a few weeks back. The account is pegged in the region of Rs 8-10 crore.
The names of the other agencies in the fray couldn’t be ascertained. The reason to find an advertising partner was AMFI’s decision to embark on a national campaign that will inform investors more about the various mutual funds that are available in India. The campaign is planned as a multimedia initiative.
Confirming the development, Srikanth Sarathy, Mumbai Head, Leo Burnett, said, “AMFI is a prestigious client and we are excited and honoured to partner with them. We believe that there is a huge potential for growing mutual fund category in India by making consumer understand the real benefits of the sector and dispel myths and half-baked truths that at present restrains their investment in mutual funds. AMFI’s new campaign is on these lines and we are looking forward to doing some great work to attain this objective.”
AMFI is an apex body of asset management companies, which was formed to protect their interests on India. It recommends and promotes top class business practices and codes of conduct, which are followed by its members and those who are engaged in mutual fund and asset management activities.