Home >> Marketing >> Article

JWT Mumbai and AMFI deliver another ‘Mutual Funds Sahi Hai’ campaign

21-April-2018
Font Size   16
JWT Mumbai and AMFI deliver another ‘Mutual Funds Sahi Hai’ campaign

In a follow up to their ongoing ‘Mutual Funds Sahi Hai’ campaign, J. Walter Thompson, Mumbai, takes the narrative forward to persuade prospective investors to invest in mutual funds.

In its continued association with AMFI (Association of Mutual Funds in India), JWT, Mumbai, rolled out the next phase of the multimedia campaign aimed at creating investor awareness about mutual funds.

The first phase of the ‘Mutual Funds Sahi Hai’ campaign was launched a year ago with the objective of getting potential investors to be comfortable with mutual funds by dispelling the myths surrounding them. The campaign depicted slice of life situations in a conversational tone of voice. The campaign garnered positive response from investors and industry captains alike. It was recently awarded the bronze metal at the AME Awards 2018 in New York, becoming the only Indian entry in the financial services category to achieve this honour.

The results were quite resounding. The campaign received a positive response as mutual fund companies saw an overall addition of 32 lakh new investors over the last one year. Industry also witnessed AUM growth of almost 25 per cent in comparison from Mar 31, 2017. Monthly SIP contribution for the industry touched Rs 7,119 crores from 2.11 crore SIP accounts (Source: AMFI). 60 per cent people recalled specific campaign messages like ‘everybody can invest in mutual funds’; ‘One can start with ₹500’. (Source: Research by Nielsen)

The new campaign that breaks in media soon takes the conversation forward and aims to build greater confidence in mutual funds and guides investors on finding out more through the microsite (mutualfundssahihai.com) while addressing some barriers as earlier.

The films, shot over a week, encourage investors to take active steps towards investing in mutual funds. Each TVC carries forward the conversation using the same characters albeit in a different set up while keeping the tonality, and execution framework consistent for continuity and relatability. The films will be supported by print, radio, outdoor and digital communication.

Commenting on the purpose of the campaign, AMFI Chairman, A Balasubramanian said, “Mutual funds Sahi Hai campaign has worked really well for us. Research results and industry data only prove to show the magnitude of the campaign effect. At AMFI, as an industry association body, it is our constant endeavour to propel the category further through a collaborative effort. With new insights and deeper understanding of the audience’s mindset we are set to achieve that.”

Talking about the campaign, Rajesh Gangwani, Managing Partner of JWT Mumbai said, “The AMFI campaign connected with the audience because of its easy conversational style which reassured investors that mutual funds were right for them. The new campaign takes them on to the next leg of the journey by challenging some misconceptions and importantly guiding them about what to do next as far as investment in mutual funds was concerned”

Credits:

Creative:
Senthil Kumar, CCO
Tista Sen, NCD
Hanoz Mogrelia, Sr.VP and ECD
Kashyap Joshi, Sr.CD
Rithwick Raghuath, Sr.CD
Mrunal Naik, Sr. Copywriter
Sanket Taral, Sr. Art Director
Siddhesh Parelkar, Copywriter
Brijesh Joshi, Art Director

Account Management:
Rajesh Gangwani, Managing Partner
Abhay Godbole, AVP & CSD
Gaurav Bhagat, Account Director II
Nidhi Kapadia, Senior Account Executive

Planning:
Shaziya Khan, SVP & Executive Planning Director
Purvi Mistry, Strategic Planning Director

Films:
Asmit Chachad
Ahvil D’souza

Director:
Anand Karir

Production House:
White Script

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

John Immesoete talks about the changing role of CCOs in the digital era, new agency models and more

Guenther Sproll of Germany's Liebherr-Hausgeräte on his game plan for the Indian market, product pricing and more

By launching its global Generosity Campaign in India, Cadbury now explores the theme of Achhai (goodness), building on its strong proposition of Kuchh Meetha Ho Jaaye