Concept Communications Ltd. has been selected as the new mainline creative agency for the Association of Mutual Funds in India (AMFI) after a competitive multi-agency pitch. With this appointment, Concept Communications will lead the next phase of creative evolution for the landmark ‘Mutual Funds Sahi Hai’ campaign.
The mandate is expected to bring a fresh creative perspective to the iconic investor awareness platform, while reinforcing AMFI’s long-term objective of widening mutual fund adoption and deepening investor participation across India.
Speaking on the appointment, Mr. Venkat N. Chalasani, Chief Executive, AMFI, said,“We are happy to on-board Concept Communications as our creative partner for AMFI’s iconic ‘Mutual Funds Sahi Hai’ campaign. Concept Communications stood out for their understanding of the evolving Indian investor and their vision for the future of brand AMFI. We are confident that this partnership will play a pivotal role in accelerating our investor inclusion agenda.”
Commenting on the win, Mr. Vivek Suchanti, MD & Chairman, Concept Communications, said, “AMFI is an extremely strong brand that has fundamentally transformed financial awareness and investor participation in Indian markets. We are deeply honoured by AMFI’s trust and excited to partner in the next chapter of this iconic brand. Our focus will be on making mutual fund conversations more accessible, relatable and action-oriented for India’s next generation of investors, especially across emerging and underserved markets.”
Established in 1988, Concept Communications is India’s largest independent integrated communications agency, with operations across 16 cities. Ranked among the country’s top ten agencies, the firm brings strong expertise in financial and capital markets communication, delivering insight-driven and impactful campaigns for leading institutions nationwide.
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