With Leo Burnett taking care of the creative duties of the Association of Mutual Fund in India (AMFI), the media duties have gone to Starcom. As is known, the win was preceded by a multi-agency pitch and the account is pegged in the region of Rs 8-10 crore.
Speaking on the new addition to the Starcom clientele, Manish Porwal, Executive Director, Starcom, said, “It would be extremely interesting to work on the account. It gives us a chance to apply our learnings of handling an apex body that is not necessarily selling a brand but a concept, and at the same time, our learning from handling mutual funds as well. I think there is great work in store.”
The reason behind scouting for 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.
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 engaged in mutual fund and asset management activities in the country.
Leo Burnett bags AMFI, account pegged at Rs 10 crore