Omnicom Media’s Lodestar UM has won the integrated media mandate for the Association of Mutual Funds in India (AMFI) following a multi-agency pitch. As part of the mandate, the agency has taken responsibility for AMFI’s end-to-end media strategy, planning and buying functions. Lodestar UM has also been tasked with strengthening the media ecosystem and strategic framework supporting the ‘Mutual Funds Sahi Hai’ campaign while helping AMFI expand investor awareness, increase participation beyond traditional markets and support the next phase of growth for India’s mutual fund industry.
The appointment has come at a time when India’s mutual fund industry has continued to witness significant growth, driven by increasing financial awareness, digital accessibility and participation from emerging markets. AMFI has remained focused on strengthening investor engagement, building trust and enhancing the relevance of mutual funds among new generations of investors entering the financial ecosystem.
Under the partnership, Lodestar UM has leveraged its strategic planning capabilities, data intelligence, audience-first approach and integrated media expertise to support AMFI’s objective of driving informed investor participation and sustained category growth. The win has further strengthened Omnicom Media’s presence in the financial services and investment category.
Commenting on the win, Aditi Mishra, CEO, 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.”
