AMFI launches "Sahi Hai" campaign for mutual fund awareness

Association of Mutual Funds in India (AMFI), the trade association of mutual funds in India, launched a media and communication campaign, as a part of the investor awareness outreach program. The campaign aims to position mutual funds as a preferred investment option for potential investors.

SEBI has mandated mutual funds to set apart 2 basis points for investor education. Half of this amount is shared with AMFI for better utilisation of the funds. AMFI has utilised the fund to start the new media campaign.

The campaign- “Mutual Funds Sahi Hai”- appears in different media such as TV, Digital, radio, print, cinema and outdoor hoardings in different languages. With everyday situations as the backdrop, the campaign tries to communicate to prospective investors that mutual funds are the right option for them.


The campaign was launched by G. Mahalingam, whole time member, SEBI. “It is for the first time in the history of financial services that all industry participants have come together to promote the category. This campaign makes it easy for common public to understand about mutual funds and dispels many myths around them,” Mahalingam said while launching the campaign.

“There is a need to encourage households to shift from physical savings to financial avenues, especially mutual funds. With this objective in mind, under SEBI’s guidance, AMFI has launched this investor awareness outreach program. I am sure the public will find these simple but powerful messages very thought provoking and will be encouraged to start investing in mutual funds,” said A Balasubramian, AMFI Chairman.