AMFI leverages sports for TV campaigns for garnering 50 lakh investors


Association of Mutual Funds in India (AMFI) is among the country’s leading brands to advertise in sports. The aggressive marketing strategy of leveraging sports has contributed significantly towards AMFI garnering 50 lakh new investors in the part 12 months. The AMFI “Mutual Fund Sahi Hai” campaign has been run aggressively during the broadcast of the prime sports properties.

The strategy has helped Mutual Funds shed the “risk factor” tag and get the image of a better investment, management by better professionals for better returns.

At the recently concluded annual AMFI Summit, A Balasubramanian, Chairman, AMFI, has revealed that the “Mutual Funds Sahi Hai” campaign led to 50 lakh new people investing in mutual funds over just 12 months. This fact makes this campaign join the likes of the iconic National Egg Coordination Committee “Roz Khao Ande” campaign, which led to the growth of egg consumption in India, states an exchange4media report.

AMFI is estimated to have spent at least ₹100 cr on the campaign so far. Sports broadcast played a key role in AMFI campaign and marketing strategy.

The Association of Mutual Funds in India, according to rating agency TAM, was the leading advertising brand on television during the FIFA World Cup 2018 broadcast on Sony Sports cluster. Ratings agency TAM had placed AFMI in the second position among advertisers during the FIFA World Cup broadcast on the Sony network channels. Only behind India’s leading advertiser in sports – Hero Motocorp.

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AMFI had assured the brand was present at every big ticket event and engaged with the new age consumers in their language. The AMFI campaign was advertised aggressively during the IPL and KPL.

Beyond IPL and KPL, AMFI was the broadcast partner for the FIFA World Cup on Sony Sports Cluster for the Indian sub-continent. The brand has also been among the broadcast sponsors for the Indian Premier League as one of the nine associate sponsors. AMFI has marked a strong presence during the Pro Kabaddi League, too.

Since, the experiment has paid off AMFI will now look at building more content that will aid consumers in learning more about how to invest as opposed to the first level where it was about – what is a mutual funds or why invest in mutual funds.

The AMFI and sports association seem to grow more stronger.

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