MAM
Mutual Funds Sahi Hai releases ‘Rishtey Nibhaana Sahi Hai’ campaign for the festive season
Mumbai: The Association of Mutual Funds in India (AMFI) has released a set of two new films for the festive season. Created by Mirum India, these take a slightly different course from other communications in the category. The narrative is around relationships, something that is relevant not just from a festive season point-of-view, but also from an investment one.
Speaking on the creative lens of the campaign, Mirum- ECD Naila Patel said, “When Mutual Funds Sahi Hai campaign launched, it almost seemed like an oxymoron. The only thing people knew or recollected about Mutual Fund communication was the disclaimer that said ‘It’s risky, be careful’ in a complicated way. But the campaign changed it all and now Mutual Funds and Sahi Hai seem to have become synonymous with each other. Hence this reiteration of ‘Sahi Hain’ to other walks of life becomes very relevant and fluid.”
The campaign looks to harp on ‘unspoken’ relationships that go beyond our normal circle of family and friends, even as they give joy, peace, hope, strength and goodness. These stories are woven around celebrating and maintaining those relationships while making us realise their importance by imploring us to say ‘Sahi Hain’ to all these relationships as well.
“When you look at any relationship, you understand that making it work isn’t easy. There is a certain amount of commitment, dedication and patience required. Just like investments in Mutual Funds,” says Franklin Templeton India director for products & marketing and member of the digital committee at AMFI Juzer Tambawalla.
Elaborating further, director (brand strategy & client services) Mohit Ahuja said, “All investment communication typically speaks to the mind, as is logical. AMFI’s long-running Mutual Fund Sahi Hai campaign has beautifully simplified the logic. With this new ‘Rishtey Nibhaana Sahi Hai’ spin, we aim to speak to the heart and make MFs be seen in an endearing light too. This secondary campaign also gives us another umbrella to use as and when required and adds back to the original thought. And what better way to start than the festive season.”
Brands
Tech Mahindra names Jeetu Anandani VP & country head – enterprise & strategic accounts
Veteran tech leader to drive enterprise growth across Australia and New Zealand
MELBOURNE: Jeetu Anandani has stepped into a larger leadership role at Tech Mahindra, taking charge as vice president and country head for enterprise and strategic growth across Australia and New Zealand.
Based in Melbourne, Anandani will steer the company’s enterprise portfolio in the ANZ region, focusing on expanding business across high-growth sectors such as retail, energy and utilities, health insurance and logistics. The move signals Tech Mahindra’s intent to deepen its presence in one of the world’s most competitive enterprise technology markets.
In his new role, Anandani will lead growth initiatives, build strategic partnerships and strengthen relationships with key stakeholders across industries. His mandate also includes accelerating business development efforts in sectors such as manufacturing, travel and logistics while helping clients navigate digital transformation and AI-led change.
The promotion caps a steady rise within Tech Mahindra. Anandani most recently served as communications, media and entertainment head for BPS across the Asia Pacific and Japan region, where he worked on expanding enterprise deals and strategic partnerships. Before that, he held the role of account director, managing key client relationships and delivery programmes.
Prior to joining Tech Mahindra in 2020, Anandani spent nearly eight years at Telstra as country manager in Mumbai, overseeing operational growth and partnerships. His earlier career includes leadership stints at Tata Consultancy Services, Vodafone and JPMorgan Chase.
With more than two decades of experience across telecom, banking and IT services, Anandani now takes the helm of Tech Mahindra’s enterprise push in ANZ, a region where demand for AI, digital transformation and large-scale technology partnerships continues to gather pace.
