Late October saw the Association of Mutual Funds in India (AMFI) launch a campaign called ‘Mutual Funds Sahi Hai / Mutual Funds Are Good’ featuring a pair of genuine Indian cricket all-time greats and former skippers – Sachin Tendulkar and MS Dhoni.
Conceptualised by agency Wunderman Thompson, the campaign promotes monthly SIP investing and was spearheaded by a film informing viewers of the benefits of investing in mutual funds for those looking to meet their saving goals.
The spot starts with a young girl practicing cricket in a stadium, while her father watches. Tendulkar appears and tells the dad that his child has talent and the delighted father replies that his daughter aims to play for India. Tendulkar’s confuses the father by responding by stating that if she is to fulfil her dream, he will also need to enter the field of play. Then Dhoni appears and explains that Tendulkar was referring to the importance of investing in mutual funds as well as regular savings.
“India is a country of savers,” explained AMFI Chairperson A Balasubramanian. “However, not many invest in capital markets. We want people to realise that investing at least some portion of their savings in mutual funds, will help them achieve their long-term financial goals. By investing in capital markets through mutual funds.”
Wunderman Thompson managing Partner Anurag Tandon added: “AMFI and WT have been on a journey of consumer education. The ongoing campaign has generated phenomenal results in terms of awareness for the MF category with its simple and easy to understand messages. Furthermore, the campaign has managed to move the needle in terms of participation in the category. The new campaign aims to build on the successful principles with a sharper call to action of ‘getting onto the playing field’ and we have none other than the legendary duo of Sachin and MSD delivering the compelling message.”
The campaign was created for client AMFI by a team at agency Wunderman Thompson which included Managing Partner Anurag Tandon, Regional Creative Director Tista Sen, National Planning Director Shaziya Khan, Senior VP/EBD Samarth Shrivastava, Senior VP/ECD Priya Pardiwalla, VP/ECD Steven Mathias, VP Abhay Godbole, Senior Account Director Neha Singh, Senior Creative Director Vijay Solanki and Creative Director Arjun Chandravanshi, with Film Producer Asmit Chachad, Creative Director Rohan More and Creative Supervisor Sujay Joshi.
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It was back in January 2022 that AMFI first penned partnerships with Tendulkar and Dhoni to boost awareness, reinforce the brand’s ‘trusted and dependable’ positioning and to use the legendary cricketers to draw a parallel between their reliable success and how mutual funds matching their values and achievements and should thus be considered a preferred investment option.
“Sachin Tendulkar and MS Dhoni evoke unstinted trust and high dependability. Their longer-term orientation in their respective cricketing careers has been akin to retail investors having equally longer-term approach towards investment. Longer-term approach can deliver rich dividends for cricketers or investors alike,” explained AMFI Chairperson Nilesh Shah.
AMFO CEO NS Venkatesh added: “After three years of Mutual Funds Sahi Hai campaign, we at AMFI felt that the time is right to take the conversation with the retail investors across the country to the next level, by engaging the cricketing icons.”
Previous campaigns featuring the pair have included:
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