National, 30th August 2025: The Association of Mutual Funds in India (AMFI), through its nationwide investor awareness initiative Mutual Funds Sahi Hai, is celebrating the spirit of Onam in Kerala with grand festive activations that combine tradition, technology, and financial wisdom. Onam, a festival that symbolises prosperity, new beginnings, and togetherness, provides the perfect backdrop for AMFI to inspire families and individuals to embrace financial discipline and long-term investing.
At the heart of the celebrations is a spectacular experiential installation at Cochin International Airport. Travellers returning home for the festival are welcomed by a life-sized 3D boat, designed as a symbol of journeys and aspirations, set against a giant LED backdrop with a snake boat against animated dreamscapes. Through dynamic 3D animation, the installation brings alive iconic destinations like the Statute of Unity, Gateway of India, Eiffel Tower and Statue of Liberty, creating a visual experience Wherein passengers can step into the boat, select their dream destination, and capture moments that reflect how disciplined investing can open the doors to aspirations without boundaries. The vibrant design, festive detailing, and immersive technology blend seamlessly with Onam’s mood of joy and togetherness, making the activation one of the biggest attractions of the season.
AMFI is also marking its presence at Kerala’s cultural pride, the legendary Nehru Trophy Boat Race at Punnamada Lake in Alappuzha. The event, which draws between 75,000 to 100,000 viewers in a single day, features around 75 to 80 boats competing across categories. The race showcases the power of teamwork, rhythm, and endurance, qualities that resonate strongly with AMFI’s message of staying invested with consistency to achieve long-term financial goals.
Speaking on AMFI’s Onam initiatives, Navneet Munot, Chairman, AMFI, said: “Onam is a celebration of joy, togetherness, and aspirations. By associating with Kerala’s cultural icons like the Snake Boat Races and creating an immersive dream installation at Cochin Airport, we aim to inspire families to think about their life goals and how disciplined mutual fund investing can help them achieve those goals. This initiative is yet another step in taking financial awareness to the heart of Bharat in a way that is culturally resonant and emotionally engaging.”
Adding to this, Venkat N Chalasani, Chief Executive, AMFI, said: “ Onam is a celebration of heritage, perseverance, and hope – values that also resonate with smart investing. Whether it’s the unwavering endurance of snake boat rowers or the imagination of travellers visualising dream destinations through 3D animation, our message remains clear: consistency and discipline lead to long-term rewards. Through a vibrant mix of on-ground engagement, out-of-home digital displays, and regional activations, our Onam campaign empowers investors across Kerala with the knowledge and confidence to make informed financial decisions — today and for the future.”
The campaign is further amplified through festive-themed OOH presence across key Kerala cities including Kochi, Thrissur, and Thiruvananthapuram, along with digital and social media campaigns in both English and Malayalam. With contextual messages like “Staying invested can take you places” and “Long-term investments can unlock new destinations,” AMFI ensures that the festive spirit is seamlessly linked with the message of financial empowerment.
With these Onam activations, AMFI continues its endeavour to integrate investor education into India’s cultural fabric, ensuring that the message of financial discipline and long-term investing resonates deeply during moments of celebration and togetherness.
