NEW DELHI :
Industry body Association of Mutual Funds in India (AMFI) on Thursday announced that the appointment of cricketers Sachin Tendulkar and MS Dhoni for their 'Mutual Funds Sahi Hai' campaign which aims to create awareness about mutual funds as the preferred investment option. This is the first time celebrities are being hired to promote the campaign which was first launched in 2017.
''Sachin Tendulkar and MS Dhoni evoke unstinted trust and high dependability, and their longer-term orientation in their respective cricketing careers, has been akin to retail investors having equally longer-term approach towards investment. Longer-term approach be it, in cricketing career or in Mutual Fund investments can deliver rich dividends be it for cricketers or investors alike," said Nilesh Shah, chairman, AMFI.
The campaign with the slogan ‘Mutual Funds Sahi Hai’ (Mutual Funds are right) is aimed at educating investors about mutual funds. The body leverages mediums such as television, print, outdoor and digital to promote the campaign. A fixed deposit in a bank typically offers an annual interest rate of between 6% and 7% while returns on mutual funds can be much higher. Despite fixed deposits becoming less attractive, relatively low risk appetite and lack of information about alternative investment options make it difficult for asset management companies to expand the popularity of mutual funds.
"After three years of Mutual Funds Sahi Hai campaign, we at AMFI felt that the time is right to take the conversation with the retail investors across the country to the next level, by engaging the cricketing icons. On behalf of the Mutual Fund Industry, I thank SEBI for taking a considerate view on allowing the engagement of celebrities, at the Industry level," said NS Venkatesh, chief executive, AMFI.