AMFI Seeks Creative Partners for Next Phase of 'Mutual Funds Sahi Hai' Campaign

The Association of Mutual Funds in India (AMFI) has announced a new phase in its iconic ‘Mutual Funds Sahi Hai’ campaign and is now inviting creative and digital agencies to pitch for the mandate. This move reflects AMFI’s renewed focus on building deeper investor awareness and expanding outreach across India's diverse financial landscape.

The campaign, first launched in 2017, has already played a key role in educating millions about mutual funds. However, with the financial landscape evolving rapidly—especially in Bharat-first and digital-first regions—AMFI plans to scale its efforts with sharper, more inclusive storytelling.

The Request for Proposal (RFP) calls for agencies that understand regional nuances and behavioral insights. It outlines a multi-phase process: agencies will be shortlisted based on credentials, followed by strategic and creative presentations before final selection.

“We’re looking for passionate creative minds who can connect with investors across segments,” said Venkat Chalasani, Chief Executive, AMFI. “This isn't just a deal—it’s a long-term journey to build a financially confident India.”

The selected agency will craft an integrated marketing strategy across digital, print, TV, and social media. The brief also includes creating vernacular content and designing relatable narratives for younger, mobile-first audiences in Tier 2 and Tier 3 cities.

AMFI emphasizes the importance of aligning with India’s financial inclusion goals. It is seeking partners who can deliver purpose-driven, compelling communication that not only informs but inspires action.