Campaign logic: Icebreaker to allay mutual funds fears

A campaign by AMFI focuses on building awareness about mutual funds and the basic rules of investing

Brand: AMFI

Budget: Rs 10-12 crore*

Agency: J Walter Thompson

*Industry estimate

Mutual funds are the not the first option that comes to our minds when we think of investment options. In India its penetration remains low even compared to some developing economies, if one goes by multiple reports. Given such a scenario, the Association of Mutual Funds of India (AMFI) — the trade association of asset management companies of all mutual funds in the country — has come up with a timely advertising campaign to create investor awareness.

The campaign, which has the