Brand: Association Of Mutual Funds in India (AMFI)
Lead Agency: iProspect India
For a very long time, Indians invested their hard-earned money into two instruments. One was direct investment in equities. The second was investments in traditional products such as Fixed Deposit (FD) or Public Provident Fund (PPF).
AMFI wanted to change this mindset.
Thus, the objective was to offer mutual funds as an alternative and prudent investment product to the Indian investor.
Our target audience was the average Indian. The one who worked hard and wanted to invest some of that hard earned so that he or she could build a nice little cocoon for their retirement.
A definition of the audience we aimed to reach: an average banker who earns a nominal wage. He or she saves a bit of it and aims to invest it into products that will give decent returns.