AMFI urges Bharat to stay vigilant against scams

The Association of Mutual Funds in India (AMFI) has launched the “Bharat Farq Pehchanega” campaign during the World Investor Week 2024. The campaign crafted by Mirum, has encourages people to make informed financial decisions and distinguish legitimate investments from scams.

At the heart of the campaign is a one-shot film in which Bharat—the personified voice of India—delivers a manifesto that urges citizens to recognize legitimate investments and stay vigilant against scams. The campaign’s reach is amplified through versions in Hindi, Telugu, and Tamil, alongside shorter audio formats tailored for various audiences.

Punit Dharamsi, Senior Vice President - Marketing and Investor Education, Association of Mutual Funds in India (AMFI) said, “With the rise in fraudulent activities and misinformation in the financial market, investors’ are getting adversely impacted. At AMFI, we recognized the urgent need to address this issue head-on. Bharat Farq Pehchanega presented a powerful opportunity to raise awareness about scams & misinformation and empower investors with the knowledge to make informed decisions. Launching the campaign during World Investor Week 2024 allowed us to amplify this crucial message at the right time.”

 Commenting on the campaign thought, Naila Patel, National Creative Director & Senior Vice President at Mirum said, “When people get scammed, it's often because they lack the tools to differentiate between what's genuine and what's fake. The idea was to educate investors about these differences without being preachy. Hence, we made a short, one-take film in which people from Bharat narrate a manifesto to become informed investors — dramatic and full of flair, all geared towards creating an impact."