AMFI Calls for Fresh Creative Pitches to Take ‘Mutual Fund Sahi Hai’ Campaign Into Its Next Phase

Introduction: A Campaign That Changed How India Sees Mutual Funds

Launched in 2017, ‘Mutual Fund Sahi Hai’ has become one of India’s most recognizable public awareness campaigns in the financial sector. Backed by the Association of Mutual Funds in India (AMFI), the initiative demystified mutual fund investments for the average Indian and built trust through simplicity and repetition.

Now, AMFI is taking this legacy campaign to the next level—and it’s looking for fresh creative partners to help shape the future narrative.

Why AMFI Is Inviting New Agency Pitches

AMFI has officially rolled out a request for proposals (RFP), seeking creative agencies to conceptualize and execute the next phase of the campaign. This includes:

• Building on the momentum of the past phases

• Addressing newer investor concerns and evolving digital behavior

• Expanding awareness beyond metro cities into Tier 2 and Tier 3 markets

• Emphasizing long-term wealth creation, not just investment returns

The aim is to refresh the storytelling while staying true to the core message: Mutual Funds are a smart and accessible investment option for everyone.

A Campaign That Moved the Needle

Since its inception, ‘Mutual Fund Sahi Hai’ has:

• Led to a surge in mutual fund SIP (Systematic Investment Plan) accounts

• Improved financial literacy among first-time investors

• Brought emotional relatability to an otherwise technical product category

• Encouraged younger investors to explore disciplined investing habits

Its strength lay in simple, colloquial language and relatable situations—whether it was a young professional starting a SIP or a parent planning for their child’s future.

The Challenge Ahead: Speaking to a Digital, Distracted India

The next phase of the campaign will likely focus on engaging younger, digitally native audiences, many of whom are now being influenced by:

• Financial influencers (finfluencers) on YouTube and Instagram

• DIY investing apps

• Market volatility and macroeconomic news cycles

• Crypto and alternative asset trends

New agencies will be tasked with making mutual funds relevant in this fast-moving digital era, possibly incorporating:

• Short-form video formats (Reels, Shorts)

• Regional language content

• Interactive explainers and gamified content

• Influencer-led collaborations

AMFI’s Broader Mission: Trust, Simplicity, Inclusivity

As India's mutual fund industry continues to grow, AMFI remains focused on its mission to:

• Educate the public about financial products

• Promote trust-based investing

• Make mutual funds accessible to every income group

This campaign’s next phase will need to communicate these values while keeping the message fresh, engaging, and media-friendly.

Conclusion: A Creative Opportunity to Shape Financial Futures

For creative agencies, AMFI’s latest pitch call is more than just a business opportunity—it’s a chance to contribute to India’s financial inclusion story. With the ‘Mutual Fund Sahi Hai’ tagline now a part of popular culture, the challenge lies in sustaining its relevance while exploring new ways to connect with evolving audiences.