MAM
Cricketing legends say ‘Mutual Funds Sahi Hai’
MUMBAI: The new spot under the 'Mutual Funds Sahi Hai' campaign by Association of Mutual Funds in India (AMFI), conceptualised by Wunderman Thompson South Asia, will once again have cricketers explaining why investment in mutual funds is the right choice. The campaign has been a popular once since the release of its first film in early 2017.
Continuing on its journey to educate investors, the agency wanted to take Mutual Funds Sahi Hai to the next level and strengthen the values of consistency, stability and trust. Sachin Tendulkar and Mahindra Singh Dhoni are two cricketing legends that symbolise these values, thereby being able to bring in the required transformation, when it comes to investment in Mutual Funds. And strategically, lending an authoritative voice to the campaign.
AMFI chief executive NS Venkatesh said, “After three years of the Mutual Funds Sahi Hai campaign, we at AMFI felt that the time is right to take the conversation with the retail investors across the country to the next level, by engaging cricketing icons. On behalf of the Mutual Fund Industry, I thank SEBI for taking a considerate view on allowing the engagement of celebrities, at an Industry level.”
Wunderman Thompson SVP and managing partner Kishore Tadepalli said, “Mutual Funds Sahi Hai campaign has changed investors’ habit and has accomplished an extremely difficult task of shifting their hard-earned money from savings to Mutual Funds. All this in a short span of 3 years. As we move forward, we wanted to keep the momentum going and accelerate the speed of adoption. Bringing cricketing legends like Sachin Tendulkar, MS -Dhoni and Mithali Raj on board will infuse fresh energy and add the required momentum to the category.”
Wunderman Thompson SVP and ECD Hanoz Mogrelia said, “The Mutual Funds Sahi Hai campaign has always used simple conversations between friends to get the point across. Even in this series, the cricket players and their friends talk with each other about their financial doubts, talk about money-based issues … without treating the cricketers as demi gods. The entire series features different cricketing super stars … having absolutely regular conversations about various things. There is not an iota of hero worship in the campaign.”
Brands
Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
