MUMBAI: The Association of Mutual Funds in India (AMFI) has launched its latest “Mutual Fund Sahi Hai” campaign, featuring Indian cricket icons Sachin Tendulkar and MS Dhoni.
Sports marketing company Professional Management Group (PMG) first struck a deal for AMFI in 2020. The association is now three years old.
Melroy D’souza, COO of PMG, observed: “This is a landmark moment for Indian TV as two of the biggest legends from the sporting world come together for a campaign. Both Sachin Tendulkar and MS Dhoni stand for trust, belief and long-term vision which is synonymous with AMFI’s campaign vision. We at PMG are thrilled that we managed to get them together and will continue to work on out-of-the-box ideas and create an impact.”
Launched by AMFI, under SEBI’s guidance, as a part of its investor awareness outreach program, the ‘Mutual Funds Sahi Hai’ campaign aims to educate the common public about mutual funds and dismiss myths around them. AMFI is an association of all the asset management companies of the SEBI-registered mutual funds.
The latest campaign, featuring the two cricketing legends, encourages people to start investing in mutual funds through the monthly SIP route, for their long-term financial goal, like children’s future and retirement.
Commenting on the long-term partnership, Tendulkar said: “It has always been a wonderful experience working with the AMFI team. With every campaign, the aim has been to generate greater awareness about the benefits of investing in mutual funds with a long-term view. This campaign is no different, and we hope to highlight the importance of investing along with saving, which is a crucial message for all.”
Dhoni added: “Investing at least some portion of your savings in mutual funds, will help you achieve long-term financial goals, is the key message that we are trying to convey with this campaign.”
The AMFI campaign’s aim is to position mutual funds as a preferred investment option for potential investors.
AMFI chief executive NS Venkatesh, said: “This is the third year of association for us with Mr Sachin Tendulkar and Mr Mahendra Singh Dhoni. Their contribution to Indian cricket has been exceptional and people look up to them. Bringing them together for this campaign was a big step towards bringing mutual funds closer to the general public. The response has been great and we couldn’t have asked for more. We thank PMG for getting this organised for us.”
