Concept Communications has been appointed as the new mainline creative agency for the Association of Mutual Funds in India (AMFI) following a competitive multi-agency pitch. The mandate includes a creative refresh of AMFI’s long-standing financial awareness platform, ‘Mutual Funds Sahi Hai’ (Mutual Funds are right), which has played a central role in building mutual fund literacy and participation across India.
Launched to simplify investment conversations and reduce apprehension around mutual funds, ‘Mutual Funds Sahi Hai’ has become one of India’s most recognisable public awareness campaigns in financial services. With Concept Communications coming on board, AMFI is looking to evolve the campaign’s messaging to reflect a changing investor landscape, marked by younger first-time investors, greater digital adoption, and growing participation from non-metro and underserved markets.
The scope of work will focus on strengthening the campaign’s relevance while retaining its core objective of driving informed investing. The refreshed creative approach is expected to make mutual fund conversations more accessible, relatable and action-oriented, particularly for new cohorts entering the investment ecosystem.
Venkat N. Chalasani, chief executive at AMFI, said the agency stood out for its understanding of the evolving Indian investor and its long-term vision for the AMFI brand. He added that the partnership would play an important role in advancing AMFI’s investor inclusion agenda and expanding the overall investor base.
The appointment signals AMFI’s intent to keep its flagship campaign contemporary without diluting its established equity. Rather than a complete overhaul, the focus is expected to be on contextual storytelling, sharper consumer insight, and messaging that aligns with current financial behaviours and aspirations.
Vivek Suchanti, chairman and MD at Concept Communications, described AMFI as a brand that has fundamentally transformed financial awareness and participation in Indian markets. He said the agency’s priority would be to build on the campaign’s legacy while ensuring that mutual fund communication remains relevant to emerging audiences across markets that are still under-penetrated.
Founded in 1988, Concept Communications is an independent, integrated communications agency with operations across 16 cities. The agency has built a strong reputation in financial and capital markets communication, working with institutions that require regulatory sensitivity, consumer trust and long-term brand consistency.
The mandate underlines the growing importance of sustained, insight-led public education campaigns that evolve with audience maturity. As mutual funds compete with newer asset classes for consumer attention, AMFI’s refreshed communication will need to balance simplicity with credibility, and awareness with action.
