JWT Mumbai delivers next phase ‘Sahi Hai’ campaign

In its continued association with AMFI (Association of Mutual Funds in India), J. Walter Thompson, Mumbai, rolls out the next phase of the multimedia campaign aimed at creating investor awareness about mutual funds.

Phase one of the ‘Mutual Funds Sahi Hai’ campaign was launched a year ago with the objective of getting potential investors to be comfortable with Mutual Funds by dispelling the myths surrounding them. The campaign was brought alive depicting slice of life situations in a conversational tone of voice. The campaign garnered positive response from investors and industry captains alike. It was recently awarded the bronze metal at the AME Awards 2018 in New York, becoming the only Indian entry in the financial services category to achieve this honour.

The results were quite resounding The campaign got a very positive response as mutual fund companies saw an overall addition of 32 lakh new investors over the last one year. Industry also witnessed AUM growth of almost 25% in comparison from Mar 31, 2017. Monthly SIP contribution for the industry touched Rs. 7,119 crores from 2.11 crore SIP accounts (Source: AMFI). 60% people recalled specific campaign messages like ‘everybody can invest in mutual funds’; ‘One can start with ₹500’. (Source: Research by Nielsen)

It was evident that people had warmed up to the conversation and were interested in knowing more. The new campaign that breaks in media soon takes the conversation forward and aims to build greater confidence in mutual funds and guides investors on finding out more through the microsite (mutualfundssahihai.com) while addressing some barriers as earlier. 

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The films, shot over a week, encourage investors to take active steps towards investing in mutual funds. Each TVC carries forward the conversation using the same characters albeit in a different set up while keeping the tonality, and execution framework consistent for continuity and relatability. The films will be supported by Print, Radio, Outdoor and Digital communication.

Commenting on the purpose of the campaign, AMFI Chairman, Mr. A Balasubramanian said, “Mutual funds Sahi Hai campaign has worked really well for us. Research results and industry data only prove to show the magnitude of the campaign effect. At AMFI, as an industry association body, it is our constant endeavour to propel the category further through a collaborative effort. With new insights and deeper understanding of the audience’s mindset we are set to achieve that.”

Speaking about the campaign, Rajesh Gangwani, Managing Partner of JWT Mumbai said, “The AMFI campaign connected with the audience because of its easy conversational style which reassured investors that mutual funds were right for them. The new campaign takes them on to the next leg of the journey by challenging some misconceptions and importantly guiding them about what to do next as far as investment in mutual funds was concerned” 

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 CREATIVE: Senthil Kumar, CCO

Tista Sen, NCD

Hanoz Mogrelia, Sr.VP and ECD

Kashyap Joshi, Sr.CD

Rithwick Raghuath, Sr.CD

Mrunal Naik, Sr. Copywriter

Sanket Taral, Sr. Art Director

Siddhesh Parelkar, Copywriter

Brijesh Joshi, Art Director. 

ACCOUNT MANAGEMENT:

Rajesh Gangwani, Managing Partner

Abhay Godbole, AVP & CSD

Gaurav Bhagat, Account Director II

Nidhi Kapadia, Senior Account Executive

PLANNING:

Shaziya Khan, SVP & Executive Planning Director

Purvi Mistry, Strategic Planning Director

FILMS:

Asmit Chachad

Ahvil D’souza     

Director:

Anand Karir

Production House:

White Script