Amfi launches multimedia awareness campaign to promote MFs

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 mutual funds as a distinct asset class, markets regulator Sebi has mandated mutual funds 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 Mutual Funds in India (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 - 'Mutual Funds 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 mutual funds are the right option for them - Mutual Funds 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 mutual funds and dispels many myths around them," Sebi 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 mutual funds.
"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.