The Association of Mutual Funds in India (AMFI) has launched its latest initiative, “Bharat Farq Pehchanega,” coinciding with World Investor Week 2024. Designed to promote informed financial decision-making, the campaign urges Indians to differentiate between genuine investment opportunities and fraudulent schemes.
Conceptualized and executed by Mirum, the campaign features a powerful one-shot film where Bharat, representing the collective voice of India, delivers an inspiring manifesto. The message emphasizes the importance of vigilance, encouraging individuals to stay alert and recognise credible investments.
To ensure a wide impact, the campaign has been adapted into Hindi, Telugu, and Tamil, catering to diverse regional audiences. Additionally, concise audio versions have been created to reach listeners across various platforms, ensuring the message resonates with every corner of the country.
This initiative underscores AMFI’s commitment to fostering financial literacy and safeguarding the interests of Indian investors.
Punit Dharamsi, Senior Vice President, Marketing and Investor Education, Association of Mutual Funds in India (AMFI), said, “With the rise in fraudulent activities and misinformation in the financial market, investors are getting adversely impacted. At AMFI, we recognized the urgent need to address this issue head-on. Bharat Farq Pehchanega presented a powerful opportunity to raise awareness about scams & misinformation and empower investors with the knowledge to make informed decisions. Launching the campaign during World Investor Week 2024 allowed us to amplify this crucial message at the right time.”
Naila Patel, National Creative Director and Senior Vice-President at Mirum, said, “When people get scammed, it’s often because they lack the tools to differentiate between what’s genuine and what’s fake. The idea was to educate investors about these differences without being preachy. Hence, we made a short, one-take film in which people from Bharat narrate a manifesto to become informed investors—dramatic and full of flair, all geared towards creating an impact.”
The campaign included a landing page- mutualfundssahihai.com/bfp, where visitors can access educational content around scam awareness and take a pledge to be an informed investor.
AMFI said that over 30+ million Indians have interacted with the campaign, and 85000+ have taken a pledge to be informed investors.
