AMFI invites RFPs for ‘Mutual Funds Sahi Hai’ campaign

The Association of Mutual Funds in India (AMFI) has invited RFPs (request for proposal) from integrated and digital creative agencies to participate in a pitch for the development and execution of the next phase of its ‘Mutual Funds Sahi Hai’ campaign.

The creative mandate aims at deepening the awareness about mutual funds among Indian consumers, simplifying their understanding, and driving higher engagement for mutual funds across demographics—especially among the investors from small towns, popularly referred to as ‘Bharat-first’.

In its RFP document, AMFI has provided a detailed schedule for how it will choose an agency. This covers the activities including RFP release and access for interested agencies, shortlisting based on credentials and intent, and final creative presentations and agency selection. The interested agencies may request for RFP document and detailed guidelines by writing to [email protected].

Venkat Chalasani, chief executive, AMFI, said, “We are looking for partners who understand financial behaviour and can translate that into compelling, high-impact communication—across mediums and markets.”

Launched by AMFI in March 2017, the earlier phase of the awareness campaign, ‘Mutual Fund Sahi Hai’ was conceptualised by Wunderman Thompson Mumbai. It encouraged people to begin their investment journey by investing in mutual funds through the systematic investment plan (SIP) route. The key messaging revolved around achieving long-term financial goals such as children’s future and retirement planning.