Campaign India Team
Nov 01, 2022

AMFI invests in the future prospects of Sachin Tendulkar and MS Dhoni

Watch the film conceptualised by Wunderman Thompson

The Association of Mutual Funds in India (AMFI) has launched a campaign titled ‘Mutual Funds Sahi Hai’ (mutual funds are good) featuring Sachin Tendulkar and MS Dhoni. Conceptualised by Wunderman Thompson, the film aims to tell viewers the importance of investing in mutual funds, to fulfil their saving goals through the monthly SIP route.
The film begins with a girl practising cricket on a cricket ground. While her father watches her, Tendulkar comes and stands next to him. He tells the father that his child is really talented. The delighted father tells him that his daughter aspires to play for India. When he says that, Tendulkar tells him that he will also have to enter the playing field to fulfil his daughter’s dreams. As the father is confused, Dhoni walks towards him and tells him that Tendulkar was talking about the importance of investing in mutual funds, beyond regular savings. 
A Balasubramanian, chairman, AMFI, said, “India is a country of savers. However, not many invest in capital markets. We want people to realise that investing at least some portion of their savings in mutual funds, will help them achieve their long-term financial goals. By investing in capital markets through mutual funds.”
Anurag Tandon, managing partner, WT Mumbai, said, “AMFI and WT have been on a journey of consumer education. The ongoing campaign has generated phenomenal results in terms of awareness for the MF category with its simple and easy to understand messages. Furthermore, the campaign has managed to move the needle in terms of participation in the category. The new campaign aims to build on the successful principles with a sharper call to action of ‘getting onto the playing field’ and we have none other than the legendary duo of Sachin and MSD delivering the compelling message.”
Agency: Wunderman Thompson
Managing partner: Anurag Tandon 
Regional creative director: Tista Sen
National planning director: Shaziya Khan
Senior VP and EBD: Samarth Shrivastava
Senior VP and ECD: Priya Pardiwalla
VP and exec creative director: Steven Mathias
Vice president: Abhay Godbole
Senior account director:  Neha Singh
Senior creative director: Vijay Solanki
Creative director: Arjun Chandravanshi
Film producer: Asmit Chachad
Creative director: Rohan More
Creative supervisor: Sujay Joshi
Senior account executive: Swastika Digha
Campaign India