Wunderman Thompson Mumbai’s ‘Karein Shuru?’ campaign focuses on AMFI’s mutual fund distributors

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The Association of Mutual Funds in India (AMFI) has unveiled its ambitious Mutual Funds Distributor Recruitment Campaign, ‘Karein Shuru?’.

The campaign conceptualised by Wunderman Thompson Mumbai, includes television commercial films to reinforce the need and attractiveness of Mutual Funds Distribution as a career option with long-term earning potential for individuals with entrepreneurial aspirations. 

The launch includes four TVCs depicting how individuals from different walks of life – be they fresh college graduates, individuals in rural India, mid-career professionals or small business owners and entrepreneurs – have opted for Mutual Fund Distribution as a profession.

It showcases the attractive career opportunity with its productive earning potential, benefitting not only themselves, but in the process earning goodwill from the members of society who they serve as a Mutual Funds Distributor.

The campaign targets, fresh graduates and enterprising individuals with entrepreneurial aspirations. 

A Balasubramanian, Chairman, AMFI, said, “The Indian Mutual Funds industry has the potential to cross Rs 100 trillion in AUM before 2030. With only about 1.25 lakh Mutual Funds Distributors as of now, the reach of intermediaries is limited. Given this under-penetration, we expect and hope that the “Karein Shuru?” campaign would help the Indian Mutual Fund industry to onboard more distributors and reach out to a larger investor base across the country.” 

“Becoming a Mutual Funds Distributor needs less than Rs 5,000/- as initial investment,” Balasubramanian said adding, “Over time a combination of legacy business, new flows, and market appreciation could help Mutual Fund Distributors grow their earnings at an exponential rate. Market appreciation alone would have grown a MFD’s earnings from X to 16X over the past 20 years.”

NS Venkatesh, Chief Executive, AMFI, said, “Our in-house research revealed that increasing number of individuals today aspire to have good earnings and yet be their own boss, and even help in serving the society at large. Our unique “Karein Shuru?” campaign would precisely help these individuals achieve this aspiration. As a Mutual Funds Distributor, they can help their clients generate wealth over the long term and in turn be rewarded with an enriching career.”

Samarth Shrivastava, Sr VP and Executive Business Director, WT Mumbai, commented, “The campaign is designed to build consideration for an active career option when people are forming decisions about choosing a career path. We dug deeper in our study phase to understand the pain points and highlights of this profession and really nuanced our storytelling to the ground realities attached to this profession which you will see in a series of films targeting different target groups and ethnicities.”

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Agency: Wunderman Thompson Mumbai

Managing Partner: Anurag Tandon 

Regional Creative Director: Tista Sen

National Planning Director: Shaziya Khan

Senior VP and EBD: Samarth Shrivastava

Senior VP and Global ECD: Hanoz Mogrelia

Vice-President: Abhay Godbole

Sr Account Director:  Neha Singh

Sr Creative Director: Kashyap Joshi

Film Producer: Asmit Chachad

Creative Director: Rohan More

Creative Supervisor: Sujay Joshi

Sr Account Executive: Swastika Digha



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