AMFI calls for media pitch worth Rs 400 crore

dentsu X is the incumbent agency

e4m by Naziya Alvi Rahman
Updated: Mar 19, 2020 4:27 PM

The Association of Mutual Funds (AMFI) of India has called for a media review for its account worth Rs 400 crore. The account is currently with denstu X, the integrated media agency from the house of Dentsu Aegis Network (DAN).

Sources in the industry confirmed that a series of presentations for the pitch were scheduled this week but got delayed owing to COVID-19 crisis. “It is a significantly big account and all big agencies have participated in the pitch. However, the ongoing crisis has put the process on hold for now,” said a senior industry person.

exchange4media reached out to AMFI and DAN for comments. While AMFI did not respond to our mails, DAN has refused to comment.

In 2019, the agency and the client were in news after Dentsu X joined hands with the group’s programmatic expert, Amnet, to launch India’s first ever in-read audio campaign for The Association of Mutual Funds in India (AMFI). The campaign, titled #Mutualfundsahihai, was executed in collaboration with Rappio, a digital audio advertising platform, to raise awareness on mutual fund investments in India.

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