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.”
MAM
G-Shock launches GA-2100CM series with camouflage design
New sand and grey variants priced at Rs 10,995 each in India.
MUMBAI: Time just got a little more tactical and a lot more stylish. G-Shock has unveiled the GA-2100CM series, a fresh update to its popular GA-2100 line, bringing a camouflage twist to one of its most recognisable silhouettes. For the first time in the 2100 series, the watches feature G-Shock’s original camouflage pattern, subtly embedding the brand’s signature ‘G’ motif into the design. The move signals a shift towards more design-led storytelling, blending rugged functionality with fashion-forward detailing.
The new series introduces two colour variants sand (GA-2100CM-5A) and grey (GA-2100CM-8A) extending the model’s appeal across both streetwear and outdoor-inspired aesthetics. Built around the brand’s signature octagonal bezel and hybrid analogue-digital display, the watches retain a clean, modern look while adding layered visual depth.
Under the hood, the GA-2100CM continues to lean on performance. It features the Carbon Core Guard structure for durability, while maintaining a slim, lightweight profile suited for everyday wear. Functional elements include world time across 31 time zones, a 1/100-second stopwatch, countdown timer, LED light and 200-metre water resistance.
In line with evolving material choices, select components use bio-based resin, pointing to a gradual shift towards more sustainable design without compromising on toughness.
Priced at Rs 10,995, the GA-2100CM series is available across Casio India stores and online platforms.
As watch brands continue to balance utility with identity, G-Shock’s latest drop makes its intent clear, durability may be the legacy, but design is the new frontier.
