AMFI awards creative mandate to Concept Communications

The Association of Mutual Funds in India (AMFI) has awarded its creative mandate to Concept Communications following a multi-agency pitch process that spanned more than six months.

AMFI’s annual advertising budget is estimated at Rs 600 crore, sources said.

The organisation’s media mandate continues to be handled by Dentsu.


WPP-owned VML, formed after the merger of Wunderman Thompson and VML Y&R, was the incumbent agency.

Prior to the merger, Wunderman Thompson had conceptualised the original Mutual Funds Sahi Hai campaign in 2017.

The new mandate is expected to bring a creative refresh to the iconic Mutual Funds Sahi Hai campaign, while strengthening AMFI’s efforts to expand mutual fund participation and grow the country’s investor base.

Venkat N. Chalasani, chief executive, AMFI, said this partnership will play a pivotal role in accelerating its investor inclusion agenda.

Vivek Suchanti, chairman, Concept Communications, said the agency will focus on making mutual fund conversations more accessible, relatable and action-oriented for India’s next generation of investors, particularly across emerging and underserved markets.