Published on: June 19, 2026
Mumbai, India, 19th June 2026: Omnicom Media’s Lodestar UM has been awarded the integrated media mandate for the Association of Mutual Funds in India (AMFI) – one of the largest mandates in the financial services sector – following a closely contested multi-agency pitch.
The mandate will see Lodestar UM lead AMFI’s end-to-end media strategy, planning and buying responsibilities, while strengthening the media ecosystem and strategic thinking underpinning the iconic ‘Mutual Funds Sahi Hai’ campaign. Through the partnership, the agency will support AMFI’s efforts to deepen investor awareness, broaden participation beyond traditional markets and drive the next phase of growth for India’s mutual fund ecosystem.
The appointment comes at a defining moment for the category. India’s mutual fund industry has witnessed unprecedented growth over the last decade, driven by increasing financial awareness, digital accessibility and growing participation from emerging markets. The industry is undergoing a structural transformation that is redefining how millions of Indians approach long-term wealth creation.
As the voice of the mutual fund industry in India, AMFI has played a pivotal role in this evolution. As investor journeys evolve and new generations enter the financial ecosystem, AMFI is focused on building deeper engagement, strengthening trust and enhancing the relevance of mutual funds for India’s next wave of investors.
Under the partnership, Lodestar UM will leverage its strategic planning capabilities, data intelligence, audience-first approach and integrated media expertise to support AMFI’s goal of driving informed participation and sustained category growth.
Commenting on the win, Aditi Mishra, CEO of Lodestar UM, said, “AMFI has played an instrumental role in transforming the investment landscape in India and creating one of the country’s most successful financial inclusion movements. We are excited to partner with them at this important juncture and help shape the next chapter of its growth journey.”
The win further strengthens Omnicom Media’s momentum in the financial services and investment category, reinforcing its reputation for delivering integrated media solutions that drive both brand growth and business outcomes.
Read more: Omnicom Media India’s Lodestar UM Wins Amazon Music’s Integrated Media Mandate
