MAM
AMFI launches brand-new campaign featuring Sachin Tendulkar & MS Dhoni
Mumbai: The Association of Mutual Funds in India (AMFI) launched its next leg of a mutual fund investor education campaign featuring two of the most popular and successful players in Indian cricket: master blaster Sachin Tendulkar and captain cool MS Dhoni.
Conceptualised by Wunderman Thompson Mumbai, the new TVCs under the “Mutual Funds Sahi Hai” awareness campaign around the festive season encourage people to start investing in mutual funds through the monthly SIP route for their long-term financial goals, like their children’s future and retirement.
On the launch of the new ad campaign, AMFI chairman A. Balasubramanian said, “India is a country of savers. However, not many invest in capital markets. We want people to realise that investing at least some portion of their savings in mutual funds will help them achieve their long-term financial goals. By investing in capital markets through mutual funds.”
WT Mumbai managing partner Anurag Tandon commented, “AMFI and WT have been on a journey of consumer education. The ongoing campaign has generated phenomenal results in terms of awareness for the MF category with its simple and easy-to-understand messages. Furthermore, the campaign has managed to move the needle in terms of participation in the category. The new campaign aims to build on the successful principles with a sharper call to action of ‘getting onto the playing field’ and we have none other than the legendary duo of Sachin and MSD delivering the compelling message.”
AMFI’s September data figures showed that SIP (systematic investment plan) numbers contributed approximately Rs 13,000 crore of investments in a month. AMFI hopes that this new campaign will encourage more people to start investing in mutual funds every month through SIPs.
AD Agencies
Tribes and Omnicom Media win Gold for HSBC Living Hexagon at ET Awards
Kinetic OOH installation turns HSBC’s iconic logo into a living landmark
MUMBAI: Tribes Communication and Omnicom Media have secured a Gold win at the ET Design & Creativity Awards for their innovative out-of-home installation, The Living Hexagon, created for HSBC.
Awarded in the Most Creative Traditional OOH category, the project reimagines one of the world’s most recognisable banking symbols into a dynamic, ever-evolving structure. Designed for HSBC’s International Financial Services Centre presence, the installation was conceived to do more than simply grab attention. It aimed to seamlessly blend into the fast-growing ecosystem of GIFT City.
At the heart of the idea is HSBC’s iconic hexagon, typically associated with precision and consistency. Tribes transformed this static identity into a kinetic structure that responds to natural elements such as wind and light, creating a sense of continuous motion. The result is a visual experience that shifts throughout the day, echoing themes of adaptability and momentum.
Constructed using modular triangular units arranged along a precise geometric axis, the installation moves in synchrony, giving the illusion of a fluid, living form. While the structure evolves with its surroundings, it retains the unmistakable identity of the HSBC brand, striking a balance between innovation and familiarity.
Strategically placed at a key entry point into GIFT City, the installation functions as both a landmark and a statement. It reflects the pace and dynamism of global finance while embedding the brand into the city’s architectural narrative.
With this win, Tribes Communication and Omnicom Media underline the growing role of experiential and design-led thinking in traditional media, proving that even the most established brand assets can find new life when reimagined with creativity and context.
