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Amfi launches multimedia awareness campaign to promote MFs

Press Trust of India  |  New Delhi 

Mutual fund industry body Amfi today launched a comprehensive media campaign as a part of an investor awareness outreach programme, which is aimed to position such products as a preferred investment option.

In order to create better awareness about as a distinct asset class, markets regulator has mandated to set apart a small portion of their net assets -- 2 basis points for investor education.

Out of this, half the amount is now being pooled with Association of in (Amfi) for better utilisation of the funds at the industry level.

With these funds, Amfi has launched a new media campaign with an aim to increase the number of mutual fund investors multi-fold, the industry body said in a statement.

The campaign is being launched with the message - 'Sahi Hai' - through different media such as TV, Digital, radio, print, cinema and outdoor hoardings with simple, but very clear messaging through interesting advertisements in different languages.

With everyday situation as the backdrop, the campaign attempts to impress the prospective investors that are the right option for them - Sahi Hai - as the tag line of the advertisements says.

"It is for the first time in the history of financial services, that all industry participants have come together to promote the category. This campaign makes it easy for common public to understand about and dispels many myths around them," Whole Time Member G Mahalingam said while launching the campaign.

Amfi Chairman A Balasubramian said that there is a need to encourage households to shift from physical savings to financial avenues, especially

"With this objective in mind, under Sebi's guidance, Amfi has launched this investor awareness outreach program. I am sure the public will find these simple but powerful messages very thought provoking and will be encouraged to start investing in mutual funds," he said.

(This story has not been edited by Business Standard staff and is auto-generated from a syndicated feed.)

First Published: Fri, March 17 2017. 17:48 IST