Mumbai: The Association of Mutual Funds in India (AMFI), through its nationwide investor awareness initiative Mutual Funds Sahi Hai, is celebrating Onam in Kerala with grand festive activations that blend tradition, technology, and financial wisdom.
Onam, a festival symbolising prosperity, new beginnings, and togetherness, serves as the perfect backdrop for AMFI to inspire families and individuals to embrace financial discipline and long-term investing.
A key highlight of the celebrations is a spectacular experiential installation at Cochin International Airport. Travellers returning home for the festival are welcomed by a life-sized 3D boat, symbolising journeys and aspirations, against a giant LED backdrop featuring a snake boat sailing through animated dreamscapes. Iconic destinations such as the Statue of Unity, Gateway of India, Eiffel Tower, and Statue of Liberty come alive through dynamic 3D animation, allowing passengers to step into the boat, select their dream destination, and capture moments that reinforce the message that disciplined investing can unlock limitless aspirations. The vibrant design and immersive technology, coupled with festive detailing, have made the installation one of the season’s biggest attractions.
Further, AMFI is marking its presence at Kerala’s cultural pride, the legendary Nehru Trophy Boat Race at Punnamada Lake in Alappuzha. Drawing up to 100,000 spectators in a single day, the event features nearly 80 boats competing across categories. The rhythm, teamwork, and endurance of the race strongly resonate with AMFI’s message of consistency and discipline in achieving long-term financial goals.
Navneet Munot, Chairman, AMFI, said, “Onam is a celebration of joy, togetherness, and aspirations. By associating with Kerala’s cultural icons like the Snake Boat Races and creating an immersive dream installation at Cochin Airport, we aim to inspire families to think about their life goals and how disciplined mutual fund investing can help them achieve those goals. This initiative is yet another step in taking financial awareness to the heart of Bharat in a way that is culturally resonant and emotionally engaging.”
Adding to this,Venkat N Chalasani, Chief Executive, AMFI,said,“Onam is a celebration of heritage, perseverance, and hope – values that also resonate with smart investing. Whether it’s the unwavering endurance of snake boat rowers or the imagination of travellers visualising dream destinations through 3D animation, our message remains clear: consistency and discipline lead to long-term rewards. Through a vibrant mix of on-ground engagement, out-of-home digital displays, and regional activations, our Onam campaign empowers investors across Kerala with the knowledge and confidence to make informed financial decisions — today and for the future.”
The campaign is also being amplified through festive-themed OOH activations in Kochi, Thrissur, and Thiruvananthapuram, along with digital and social media campaigns in both English and Malayalam. Contextual messages like “Staying invested can take you places” and “Long-term investments can unlock new destinations” seamlessly connect the festive mood with AMFI’s message of financial empowerment.
