Ad Campaigns
Campaign for investor awareness ‘Sahi Hai’
MUMBAI: Association of Mutual Funds in India (AMFI), the trade association of Asset Management Companies (AMCs) of all Mutual Funds in India today launched a comprehensive media and communication campaign, as a part of the mutual fund industry’s investor awareness outreach program, that is aimed to position Mutual Funds as a preferred investment option for potential investors.
In order to create better awareness about mutual funds as a distinct asset class, SEBI has mandated mutual funds to set apart a small portion of their net assets i.e., 2 bps for investor education, out of which half the amount is now being pooled with AMFI for better utilisation of the funds at the industry level. With these funds, AMFI has launched a new media campaign with an aim to increase the number of mutual fund investors multi-fold.
The campaign is being launched with the message – “Mutual Funds Sahi Hai” – through different media such as TV, Digital, radio, print, cinema and outdoor hoardings with simple, but very clear messaging through interesting advertisements in different languages. With everyday situations as the backdrop, the campaign impresses on the mind of the prospective investors that mutual funds are the right option for them – Mutual Funds Sahi Hai – as the tag line of the campaign says.
The campaign was launched by SEBI member G. Mahalingam, who said, “It is for the first time in the history of financial services, that all industry participants have come together to promote the category.”
AMFI chairman A Balasubramian said, “There is a need to encourage households to shift from physical savings to financial avenues, especially mutual funds.”
J. Walter Thompson (JWT) was entrusted with the creative work for the campaign. JWT managing partner Rajesh Gangwani said, “We see this as a big platform idea which is multi-layered, multimedia and multi-narrative and can run over a long time frame.”
JWT Mumbai VP & ECD Hanoz Mogrelia said, “Sahi hai may seem like a very simple idea. But, to execute this idea, we had decided to stay in the space of warm, real conversations between friends. We shot eight commercials over a fortnight using absolute ‘non-models’, we shot at real locations, using live sound recording.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
