Concept Communication has been appointed as the new mainline creative agency for the Association of Mutual Funds in India (AMFI), following a competitive pitch process.
The new mandate is expected to deliver a creative refresh to the ‘Mutual Funds Sahi Hai’ campaign, one of India’s established financial awareness platforms, while supporting AMFI’s mission to increase mutual fund participation and grow the country’s investor base.
Founded in 1988, Concept Communication is India’s largest independent integrated communications agency, with a presence across 16 cities. Ranked among the country’s top ten agencies, the firm has expertise in financial and capital markets communications, delivering high-impact, insight-led solutions for leading institutions across India.
Mr. Venkat N. Chalasani, Chief Executive, AMFI, said, “We are happy to on-board Concept Communication as our creative partner for AMFI’s iconic ‘Mutual Funds Sahi Hai’ campaign. Concept Communication stood out for their understanding of the evolving Indian investor and their vision for the future of brand AMFI. We are confident that this partnership will play a pivotal role in accelerating our investor inclusion agenda.”
Mr. Vivek Suchanti, MD & Chairman, Concept Communication, said, “AMFI is an extremely strong brand that has fundamentally transformed financial awareness and investor participation in Indian markets. We are deeply honoured by AMFI’s trust and excited to partner in the next chapter of this iconic brand. Our focus will be on making mutual fund conversations more accessible, relatable and action-oriented for India’s next generation of investors, especially across emerging and underserved markets.”
