Campaign details

Brand: Association of Mutual Funds in India (AMFI)
Brand owner: Association of Mutual Funds in India (AMFI)
Lead agency: Wunderman Thompson
Country: India
Industries: Investment
Media channels: Content marketing, Events & experiential, Integrated, Online video, Outdoor, out-of-home, Print, Radio & audio, Television, Voice, chatbots, Websites & microsites
Budget: 500k - 1 million

Executive summary

Changing consumer behaviour takes a long time. Particularly, changing the investing behaviour of common people.

The 'Mutual Funds Sahi Hai' campaign demonstrated it is possible to make common people feel comfortable about investing in a product they generationally, and intuitively, have not been comfortable with, and changed consumer behaviour in just one year.

Five million new individual investors were added in one year to the Mutual Funds category, which had fewer than 9 million individual investors after more than 50 years. That was against the backdrop of a volatile market, which normally makes people even less open to change.