MUMBAI: The Association of Mutual Funds in India (AMFI) has signed cricketing icons Sachin Tendulkar and MS Dhoni for their ‘Mutual Funds Sahi Hai’ campaign, to help create awareness about Mutual Funds, as the preferred investment option.
Nilesh Shah, chairman, AMFI said: ‘Sachin Tendulkar and MS Dhoni evoke unstinted trust and high dependability, and their longer-term orientation in their respective cricketing careers, has been akin to retail investors having equally longer-term approach towards investment. Longer-term approach be it, in cricketing career or in Mutual Fund investments can deliver rich dividends be it for cricketers or investors, alike.”
NS Venkatesh, chief executive, AMFI, added: “After three years of Mutual Funds Sahi Hai campaign, we at AMFI felt that the time is right to take the conversation with the retail investors across the country to the next level, by engaging the cricketing icons.”
“On behalf of the mutual fund industry, I thank SEBI for taking a considerate view on allowing the engagement of celebrities, at the industry level,” he added.
SEBI does not allow celebrity engagement for mutual fund and asset management brands. However, at an industry level, it has allowed the use of celebrities to spread awareness about investment avenues like mutual funds.
AMFI is dedicated to developing the Indian mutual fund industry on professional, healthy and ethical lines and to enhance and maintain standards in all areas with a view to protecting and promoting the interests of mutual funds and their unit holders. AMFI, the association of SEBI registered mutual funds in India of all the registered asset management companies, was incorporated on August 22, 1995, as a non-profit organisation.
