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

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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 ( 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”


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

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

Asmit Chachad
Ahvil D’souza

Anand Karir

Production House:
White Script

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