AMFI spreads financial awareness at Maha Kumbh 2025

 The Association of Mutual Funds in India (AMFI) has made its presence felt at the Maha Kumbh 2025, where over 60 crore Indians have visited the congregation. With a vision to spread financial literacy and educate millions of visitors about the benefits of Mutual Funds, AMFI’s campaign integrated innovative on-ground activities to ensure deep engagement.

Speaking about AMFI’s initiative at the closure of Maha Kumbh 2025 , Navneet Munot, Chairman, AMFI, commented: "At AMFI, we are committed to empowering individuals with financial literacy. Our participation in Maha Kumbh is a meaningful step toward merging the essence of tradition with the opportunities of financial inclusion. Just as Kumbh symbolises the confluence of culture and spirituality, mutual funds represent the confluence of faith and discipline—especially SIPs, which enable individuals and families to achieve their financial aspirations. We are honoured to bring this message to one of the world’s most iconic gatherings."

• Investment Awareness on Wheels- Two specially designed buses were stationed at high footfall areas, offering a unique experience where Kumbh visitors watched engaging videos on the basics of mutual funds, participated in interactive quizzes, while re-charging their mobile phones at charging stations. People who answered questions correctly were gifted a 12-year Hindu calendar, the Nivesh Panchang, highlighting auspicious days and can start SIPs, making it a cherished keepsake. These interactive buses have engaged around 50,000 visitors in the tenure of 45 days of Kumbh.

• Kumbh Mein Kalash- A visually striking installation in the shape of a ‘kalash’, provided warm filtered water to visitors served as another touchpoint for engagement. The ‘kalash’ carried messaging around SIP and how small savings can help to achieve dreams. The initiatives not only focused on financial literacy but also kept in mind the need of the visitors in the cold weather thus building a strong brand connect and established itself as a trusted partner. AMFI’s Kalash installation has provided the equivalent of 7 lakh glasses of clean, warm water to devotees during Kumbh.

To further strengthen its connection and help the crowd brave the cold, AMFI provided branded blankets ensuring warmth and comfort to pilgrims while reinforcing its messaging around SIP. AMFI provided 900 blankets to the pilgrims housed in government-constructed tents while they were resting at tents.

• Sahi Hai Mandli- Adding to the vibrancy, the “Sahi Hai Mandli” troupe, dressed in ‘Mutual Funds Sahi Hai’ branded attire, which rewarded positive acts like conserving water or maintaining cleanliness, while energising the atmosphere with live jingles sung by the troupe which spoke about developing a new discipline of investing in mutual funds through SIP. The Sahi Hai Mandli gave the Nivesh Panchang, a twelve years calendar as the reward,  to people participating and answering correctly in a quiz on Mutual Funds. This Panchang Nivesh was from this Kumbh to the next Kumbh for 12 years, driving home the messaging of SIP. And distributed nearly 1 lakh Nivesh Panchang calendars for the people who participated in learning more about SIP investments.

• The campaign also extends beyond the Kumbh grounds with a 30-day Out-of-Home (OOH) campaign covering key locations in Prayagraj and Varanasi, including railway stations and airports. The Ganga Gomti Express,which plied daily between Prayagraj and Lucknow was branded with ‘Mutual Funds Sahi Hai’ messaging.

Through these initiatives at the Maha Kumbh Mela, AMFI successfully created awareness about Mutual Funds leading to financial inclusion by blending financial literacy with cultural significance at this grand Maha Kumbh event.