Campaign details
Brand: Association of Mutual Funds in IndiaAgency: J. Walter Thompson MumbaiCountry: INDIA
Marketing Context
- Being a first time category wide campaign, the agency's work was guided by SEBI (Securities and Exchange Board of India) – the regulator of equity markets and mutual funds in India.
- 41 mutual fund companies of the country who were part of an industry body called the Association of Mutual Funds in India (AMFI) collectively came together to create an unprecedented large scale investor outreach campaign to bring mutual funds into the investment consideration set.
- Indians overall have lesser...