MUMBAI: In its continued association with Association of Mutual Funds in India (AMFI), J. Walter Thompson, Mumbai, has rolled out the next phase of the multimedia campaign aimed at creating investor awareness about mutual funds.
Phase one 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 was brought alive depicting 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 as mutual fund companies saw an overall addition of 32 lakh new investors over the last one year. The industry also witnessed AUM growth of almost 25 per cent from March 2017. Monthly SIP contribution for the industry touched Rs 7119 crore from 2.11 crore SIP accounts (Source: AMFI). Moreover, 60 per cent of respondents recalled specific campaign messages like ‘everybody can invest in mutual funds’ and ‘One can start with Rs 500’. (Source: Research by Nielsen)
It was evident that people had warmed up to the conversation and were interested in knowing more. The new campaign takes the conversation forward and aims to build greater confidence in mutual funds and guides investors on finding out more through the microsite, mutualfundssahihai.com, 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.
AMFI chairman, A Balasubramanian said, “The 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.”
JWT Mumbai managing partner Rajesh Gangwani added, “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”
