Campaign details
Brand: Association of Mutual Funds in India (AMFI)Brand owner: Association of Mutual Funds in India (AMFI)Lead agency: Wunderman ThompsonCountry: IndiaIndustries: InvestmentMedia channels: Content marketing, Events & experiential, Integrated, Online video, Outdoor, out-of-home, Print, Radio & audio, Television, Voice, chatbots, Websites & micrositesBudget: 500k - 1 million
Executive summary
Changing consumer behaviour takes a long time. Particularly, changing the investing behaviour of common people.
The 'Mutual Funds Sahi Hai' campaign demonstrated it is possible to make common people feel comfortable about investing in a product they...