Mumbai: The Association of Mutual Funds in India (AMFI) is leveraging Maha Kumbh 2025, the world’s largest congregation, to drive financial literacy and mutual fund awareness among the 40 crore visitors expected at the event. Through innovative experiential marketing, AMFI is ensuring that the message of financial planning and investment discipline reaches people from all walks of life.
To make an impact, AMFI has introduced two specially designed buses, strategically stationed at high footfall areas. These interactive mobile hubs allow visitors to:
*Watch engaging videos explaining the basics of mutual funds
*Participate in financial literacy quizzes with exciting rewards
*Recharge their mobile phones at in-built charging stations
Visitors who correctly answer quiz questions receive the Nivesh Panchang—a 12-year Hindu calendar that highlights auspicious days to start Systematic Investment Plans (SIPs), blending tradition with financial planning.
A visually striking ‘Kalash’ installation, providing warm filtered water to visitors, reinforces the idea that small, consistent savings (like SIPs) can lead to bigger financial goals. Additionally, AMFI is distributing branded blankets to pilgrims in government-constructed tents, ensuring warmth while subtly embedding the SIP message.
Speaking about the initiative, Navneet Munot, Chairman, AMFI, said: “At AMFI, we are committed to empowering individuals with financial literacy. Our participation in Maha Kumbh is a meaningful step toward merging the essence of tradition with the opportunities of financial inclusion. Just as Kumbh symbolizes the confluence of culture and spirituality, mutual funds represent the confluence of faith and discipline—especially SIPs, which enable individuals and families to achieve their financial aspirations. We are honoured to bring this message to one of the world’s most iconic gatherings.”
Venkat N Chalasani, Chief Executive, AMFI, added, “The Maha Kumbh Mela allows us to connect with millions of people and create trust and recall by helping them understand the importance of financial planning and the role of mutual funds in achieving their life goals. Through innovative activations and culturally relevant messaging, we aim to empower individuals to take charge of their financial futures.”
Adding to the vibrancy, AMFI has introduced the “Sahi Hai Mandli”—a lively troupe dressed in ‘Mutual Funds Sahi Hai’ branded attire. This energetic team:
* Rewards visitors for positive acts like conserving water and maintaining cleanliness
* Sings a live jingle about developing the habit of investing in mutual funds through SIPs
* Distributes the Nivesh Panchang as a reward, reinforcing SIP messaging
AMFI’s campaign is not limited to the event venue. A 30-day Out-of-Home (OOH) campaign will cover key locations in Prayagraj and Varanasi, including railway stations and airports. The Ganga Gomti Express, which runs daily between Prayagraj and Lucknow, has also been fully branded with ‘Mutual Funds Sahi Hai’ messaging.
To amplify reach, AMFI has partnered with regional media channels like UP Tak, featuring:
Street plays (nukkad natak) on mutual funds
Exclusive stage programming and live streaming
Strategic content placements across digital platforms
By integrating financial literacy with cultural significance, AMFI is making investment education more relatable and accessible. These initiatives at Maha Kumbh 2025 mark a major step toward fostering financial inclusion, ensuring that visitors leave not just with spiritual enlightenment but also with a stronger understanding of mutual funds and financial planning.
