senckađ
Group745
Group745
Group745
Group745
Group745
Group745
EDITION
Global
USA
UK
AUNZ
CANADA
IRELAND
FRANCE
GERMANY
ASIA
EUROPE
LATAM
MEA
Creative in association withGear Seven
Group745

Indian Cricket Legends Line Up for New Investment Campaign

13/03/2020
Advertising Agency
Mumbai, India
107
Share
Sachin Tendulkar and Mahindra Singh Dhoni among the stars to say 'Mutual Funds Sahi Hai' in new campaign from Wunderman Thompson South Asia
The new campaign of the Association of Mutual Funds in India (AMFI), conceptualised by Wunderman Thompson South Asia, features cricketers who continue to tell investors why ‘Mutual Funds Sahi Hai’.

“Mutual Funds Sahi Hai” created waves when the campaign was launched in early 2017.  The industry grew and added substantial number of retail investors since then. The campaign was gradually creating inroads into the consumers’ mindset and probed them to consider Mutual Funds as part of their investment portfolio. It has brought about behavioural changes and shifted the perception of Mutual Funds to Sahi Hai.

Continuing on their journey to educate investors, the agency wanted to take Mutual Funds Sahi Hai to the next level and strengthen the values of consistency, stability and trust. Sachin Tendulkar and Mahindra Singh Dhoni are two cricketing legends that symbolise these values, thereby being able to bring in the required transformation, when it comes to investment in Mutual Funds. And strategically, lending an authoritative voice to the campaign.

N S Venkatesh, Chief Executive, AMFI, added, “After three years of the 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 cricketing icons. On behalf of the Mutual Fund Industry, I thank SEBI for taking a considerate view on allowing the engagement of celebrities, at an Industry level.”

Kishore Tadepalli, SVP & Managing Partner, Wunderman Thompson, said, “Mutual Funds Sahi Hai campaign has changed investors’ habit and has accomplished an extremely difficult task of shifting their hard-earned money from savings to Mutual Funds. All this in a short span of 3 years.  As we move forward, we wanted to keep the momentum going and accelerate the speed of adoption. Bringing cricketing legends like Sachin Tendulkar, MS -Dhoni and Mithali Raj on board will infuse fresh energy and add the required momentum to the category.”

Hanoz Mogrelia SVP & ECD, Wunderman Thompson, said, “The Mutual Funds Sahi Hai campaign has always used simple conversations between friends to get the point across. Even in this series, the cricket players and their friends talk with each other about their financial doubts, talk about money-based issues … without treating the cricketers as demi gods. The entire series features different cricketing super stars … having absolutely regular conversations about various things. There is not an iota of hero worship in the campaign.”

Agency / Creative
SIGN UP FOR OUR NEWSLETTER
Work from VML India
Are Those Neeman's Shoes?
Neeman's Shoes
07/05/2024
19
0
Let's Explore
Škoda Auto India
24/07/2023
11
0
Fashion for Your Furniture
Century Plyboards
13/07/2023
25
0
ALL THEIR WORK
SUBSCRIBE TO LBB’S newsletter
FOLLOW US
LBB’s Global Sponsor
Group745
Language:
English
v10.0.0