Concept Communications has secured the mainline creative mandate for AMFI’s ‘Mutual Funds Sahi Hai’, one of India’s most influential financial literacy platforms. Awarded after a competitive multi-agency pitch, the partnership marks a new chapter for a campaign that has played a defining role in expanding mutual fund awareness across the country.
Launched to demystify investing for everyday Indians, ‘Mutual Funds Sahi Hai’ has evolved from an awareness campaign into a cultural shorthand for long-term wealth creation. With India’s investor base now skewing younger, more digital, and increasingly regional, AMFI’s decision to refresh the platform reflects a shift from mass education to behaviour-led participation.
Concept Communications’ mandate goes beyond creative refresh. The focus is on making mutual fund investing more relatable, inclusive, and action-driven, especially for first-time investors across Tier 2, Tier 3, and emerging markets. This aligns with AMFI’s broader goal of accelerating investor inclusion, not just market penetration.
According to Venkat N Chalasani, Chief Executive, AMFI, Concept stood out for its understanding of the evolving Indian investor and its long-term vision for the AMFI brand. That insight will be critical as financial communication moves from explaining products to building trust, confidence, and habit formation.
For Concept Communications, the win reinforces its strength in handling large-scale public education and nation-building brands. As Vivek Suchanti, MD & Chairman, noted, the opportunity lies in translating financial concepts into everyday language that resonates across geographies, income levels, and life stages.
Strategically, this partnership highlights how financial services marketing in India is maturing. The next phase isn’t about awareness alone it’s about nudging action, simplifying choice, and sustaining investor participation over time.
As India’s capital markets deepen and retail participation expands, ‘Mutual Funds Sahi Hai’ enters its most important phase yet and Concept Communications now carries the responsibility of shaping how the next generation learns, trusts, and invests.
