AMFI launches program to create better awareness in MFs

The Association of Mutual Funds in India has launched a comprehensive media and communication campaign as a part of the mutual fund industry’s investor awareness outreach program aimed to position mutual funds as a preferred investment option for potential investors. Market regulator Sebi has mandated that mutual funds set apart a small portion of their net assets for investor education. Half of this amount is now being pooled with AMFI for creating awareness. AMFI says the new campaign is part of this program in order to increase the number of mutual fund investors multi-fold. ‘Mutual Funds Sahi Hai’ will be the message, which will be conveyed through different media by way of interesting advertisements in different languages. With day-to-day situations as the backdrop, the campaign aims to influence the minds of the prospective investors that mutual funds are the right option for them. G Mahalingam, whole time member, Sebi, launched the program at a function in Mumbai. He said it is for the first time in the history of financial services that all industry participants have come together to promote the products. AMFI chairman A Balasubramian said there is a need to encourage households to shift from physical savings to financial avenues, especially mutual funds and the program will create investor awareness and they will be encouraged to start investing in mutual funds. J. Walter Thompson (JWT) is the agency in charge of the creative work for the campaign. As part of the campaign, AMFI also launched a microsite, www.mutualfundssahi.com, where investors can find detailed information about mutual funds and locate their nearest mutual fund office and mutual fund distributors.