New Creative Mandate Enters a Fresh Phase for AMFI’s Flagship Awareness Campaign

Venkat N. Chalasani, Chief Executive, Association of Mutual Funds in India, confirms Concept Communications has been appointed following a competitive pitch

Association of Mutual Funds in India has appointed Concept Communications as its new mainline creative agency following a competitive multi agency pitch process. The appointment marks the beginning of a new phase for AMFI’s long running ‘Mutual Funds Sahi Hai’ campaign, one of India’s most recognised financial awareness initiatives.
Under the new mandate, Concept Communications will lead the creative refresh of the campaign while supporting AMFI’s objective of expanding mutual fund participation and growing the overall investor base across the country. The platform has played a significant role in shaping financial awareness and encouraging informed participation in mutual funds over the years.

Speaking on the appointment, Venkat N. Chalasani, Chief Executive of the Association of Mutual Funds in India, said, “We are happy to on board Concept Communications as our creative partner for AMFI’s iconic ‘Mutual Funds Sahi Hai’ campaign. Concept Communications 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.”
Vivek Suchanti, Chairman and Managing Director of Concept Communications, said the agency looks forward to building on the campaign’s strong foundation. “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.”

Founded in 1988, Concept Communications is an independent integrated communications agency with a presence across 16 cities in India. The agency has established capabilities in financial and capital markets communication, working with institutions across sectors to deliver insight driven and purpose led communication programmes.

At Prittle PrattleNews, featuring you virtuously, we celebrate the commitment and innovation. Led by Editor-in-Chief Smruti Bhalerao, our platform is dedicated to sharing impactful stories that inspire change and create awareness. Follow us on LinkedIn, Instagram, and YouTube for more stories that matter.