Peach
Hobby home page
liahome
IPA Banner Open Doors
Electriclime gif
jw collective
Contemplative Reptile
Editions
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South Africa Edition

Indian Cricket Legends Line Up for New Investment Campaign

Creative 212 Add to collection

Sachin Tendulkar and Mahindra Singh Dhoni among the stars to say 'Mutual Funds Sahi Hai' in new campaign from Wunderman Thompson South Asia

Indian Cricket Legends Line Up for New Investment Campaign
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.”

view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
Credits
AGENCY

Agency: Wunderman Thompson South Asia

Creative: Senthil Kumar, Tista Sen, Hanoz Mogrelia, Kashyap Joshi, Rithwick Raghunath, Vinay Gadekar, Sujay Joshi

Account Management: Kishore Tadepalli, Abhay Godbole, Nidhi Kapadia

Planning: Shaziya Khan

FILMS:

Asmit Chachad, Avhil D’souza

Director: Anwar Sayed

Production House: 30ML Ideas

Genres: People

Categories: Investment, Finance

Wunderman Thompson South Asia, Fri, 13 Mar 2020 14:48:38 GMT