Mumbai: Omnicom Media’s Lodestar UM has been awarded the integrated media mandate for the Association of Mutual Funds in India (AMFI), following a closely contested multi-agency pitch. The account is among the largest mandates in India’s financial services sector.
Under the mandate, Lodestar UM will lead AMFI’s end-to-end media strategy, planning and buying responsibilities, while further strengthening the media ecosystem and strategic direction behind the widely recognised ‘Mutual Funds Sahi Hai’ campaign.
Through the partnership, the agency will support AMFI’s efforts to deepen investor awareness, expand participation beyond traditional markets and accelerate the next stage of growth for India’s mutual fund industry.
The appointment comes at a significant phase for the category, as India’s mutual fund industry continues to record strong growth driven by rising financial awareness, expanding digital access and increasing investor participation from emerging markets. The industry is witnessing structural changes that are reshaping how Indian consumers approach long-term wealth creation.
As the representative body of India’s mutual fund industry, AMFI has played an important role in encouraging investor participation and strengthening financial inclusion. With evolving investor expectations and a growing base of new-age investors entering financial markets, the association is focusing on enhancing engagement, reinforcing trust and increasing the relevance of mutual funds for future investors.
As part of the mandate, Lodestar UM will deploy its strategic planning expertise, audience-first media approach, data capabilities and integrated media solutions to support AMFI’s objective of encouraging informed participation and sustained category growth.
Commenting on the win, Aditi Mishra, CEO of Lodestar UM, said, “AMFI has played an instrumental role in transforming the investment landscape in India and creating one of the country’s most successful financial inclusion movements. We are excited to partner with them at this important juncture and help shape the next chapter of its growth journey.”
The mandate further strengthens Omnicom Media’s position in the financial services and investment category and reinforces its focus on delivering integrated media strategies designed to drive both brand impact and business outcomes.
