Mumbai: The Association of Mutual Funds in India (AMFI) has issued a Request for Proposal (RFP) inviting both integrated and digital creative agencies to participate in a national pitch for the strategic development and execution of the next phase of its flagship ‘Mutual Funds Sahi Hai’ campaign.
Designed to accelerate mutual fund penetration, the creative mandate focuses on deepening public awareness, simplifying investor understanding, and increasing engagement with mutual funds across India’s digitally evolving and Bharat-first demographic landscape.
The multi-phase selection process, as detailed in the RFP, will include:
Access to RFP document for interested agencies
Evaluation and shortlisting based on agency credentials and strategic intent
Final creative presentations and agency selection
“We are looking for passionate partners who understand financial behavior and can translate that into compelling, high-impact communication—across mediums and markets,” said Venkat Chalasani, Chief Executive, AMFI.
He further added, “This is not a RFP for a deal, it’s an endeavour to be a part of a journey for building a financially empowered nation.”
This pitch marks a significant milestone in the evolution of the ‘Mutual Funds Sahi Hai’ campaign, which has become one of the most recognized financial awareness initiatives in the country. The upcoming phase is expected to not only maintain the campaign’s mass appeal but also align it with national goals of financial literacy, digital inclusion, and wealth empowerment.
AMFI is inviting agencies with demonstrated expertise in:
- Strategic communication for wide-scale financial outreach
- Integrated creative development across traditional and digital media
- Campaigns aligned with broader national priorities like financial inclusion
“Give strategic direction for reach out, creative development, think the campaign to be of the future in alignment with national priorities of financial inclusion,” the RFP emphasizes.
Agencies interested in participating are encouraged to write to [email protected] to request the RFP document and detailed guidelines.
