The Association of Mutual Funds in India (AMFI) has appointed Lodestar UM as its integrated media agency following a multi-agency pitch process.
Under the mandate, Lodestar UM will be responsible for media strategy, planning and buying for AMFI. The agency will also support the next phase of the widely recognised ‘Mutual Funds Sahi Hai’ campaign, which has played a key role in promoting mutual fund investments among Indian consumers.
As part of the partnership, Lodestar UM will work on expanding investor awareness, increasing participation beyond traditional investment markets and supporting the growth of India’s mutual fund ecosystem.
Commenting on the development, 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 further strengthens Lodestar UM’s presence in the financial services and investment category, reinforcing its position as a key media partner for brands and institutions operating in the sector. The agency is expected to leverage its media expertise to help AMFI broaden the reach and impact of its investor education and awareness initiatives.
