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.
Under the mandate, the agency will handle media strategy, planning, and buying for AMFI, including work on the ‘Mutual Funds Sahi Hai’ campaign.
The account covers end-to-end media responsibilities as AMFI continues its investor awareness initiatives and seeks to expand participation in mutual funds across markets.
The mutual fund industry has grown over the past decade, driven by increasing financial awareness, digital access, and wider investor participation. AMFI, the industry’s representative body, has been running investor education initiatives through the ‘Mutual Funds Sahi Hai’ campaign.
Lodestar UM said it will use its strategic planning, data, and audience planning capabilities to support AMFI’s communication objectives.
Commenting on the win, Aditi Mishra, CEO of 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.”
The mandate adds to Omnicom Media’s portfolio in the financial services category.
