The Association of Mutual Funds in India (AMFI) has rolled out a campaign featuring cricketers Sachin Tendulkar and Mithali Raj to address worries that influence an investor’s psyche.
Conceptualised by Wunderman Thomson, the films featuring Tendulkar and Raj make small financial savers aware of the pitfalls of investing in dubious schemes. The films highlight new-age trends and encourage a shift to regulated investment avenues like mutual funds.
The first film, featuring Tendulkar, shares how volatility is an inherent and embedded characteristic of stock markets and appeals to his film crew, who are investors, to focus on their goals and stay invested.
The second film showcases how a young investor, blinded by social media, invests in new-age digital trends and ends up losing his life savings. The film showcases Tendulkar explaining to the young man why one must steer clear of digital trends and focus on a regulated investment option like mutual funds.
The third film, featuring Raj, highlights the issue of unregulated deposit schemes which promise double returns and how gullible investors fall prey to these schemes by fly-by-night operators. The film showcases Raj explaining to her friend at a reunion party who is a victim of such an investment scheme that mutual funds are ideal for regular savers like her because they are time-tested and trusted for years.
A Balasubramanian, chairman, AMFI, said, “We at AMFI want to educate small savers to shift towards the formal and regulated mode of investments and opt for mutual funds as the preferred investment avenue. Last financial year, the mutual fund industry added 1.09 crore new mutual fund investors. A significant section of retail savers voiced their concerns about continued market volatility in the light of various global geopolitical events. We wanted a voice of reason, someone who people trust to address the concern and educate them that it is best to ignore short term volatility and focus on long-term goals. Hence, we chose Sachin Tendulkar, our brand ambassador for this.”
N S Venkatesh, chief executive, AMFI, said, “We realised that a lot of young investors were swayed by the returns offered by new-age digital trends, without realising that these were unregulated. Many of them burnt their hands and their hard-earned money. Also, since a long time, women investors from semi-urban and rural India, have been defrauded by fly-by-night operators who run dubious deposit schemes promising very high returns. We wanted to address both these audiences and warn them of the pitfalls and ask them to choose a very well regulated investment option like Mutual Funds. Sachin and Mithali, given their significant contribution to Indian cricket, come across as the most trusted and popular cricket stars. Hence we thought it was best to use them to convey these important messages.”
Creative agency: Wunderman Thomson
Media agency: denstu X
Public relations agency: Ketchum Sampark