Sachin Tendulkar and Mahendra Singh Dhoni come together for the “Mutual Fund Sahi Hai” campaign

“Mutual Fund Sahi Hai” campaign
“Mutual Fund Sahi Hai” campaign

Mumbai, November 11, 2022: Sport mirrors life in many aspects, particularly T20 cricket. Taking calculated risks based on a wealth of experience, being aware of surprises from opponents are useful tips in keeping a step ahead in matches. Making the most out of available resources is the key to achieving one’s financial goals as well. Who, better than cricket legends Sachin Tendulkar and M S Dhoni to create awareness around this as they point this out in the latest ‘Mutual Funds Sahi Hai’ campaign. 

Professional Management Group (PMG), India’s first sports marketing company, first struck a deal for Association of Mutual Funds in India (AMFI) in 2020 which included legendary cricketers like Mr. Sachin Tendulkar and Mr. Mahendra Singh Dhoni. The association is now 3 years old and looks to grow stronger with each passing year.

Launched by AMFI, under SEBI’s guidance, as a part of its investor awareness outreach program, the ‘Mutual Funds Sahi Hai’ campaign aims to educate the common public about mutual funds and dismiss myths around them. The AMFI is an association of all the asset management companies of the SEBI-registered mutual funds. The latest ‘Mutual Fund Sahi Hai’ campaign, featuring these two cricket icons, encourages people to start investing in mutual funds through the monthly SIP route, for their long-term financial goal, like children’s future and retirement.

Commenting on the long-term partnership, Tendulkar said, “It has always been a wonderful experience working with the AMFI team. With every campaign, the aim has been to generate greater awareness about the benefits of investing in mutual funds with a long-term view. This campaign is no different, and we hope to highlight the importance of investing along with saving, which is a crucial message for all.”

Referring to the importance of investing for the long term, M S Dhoni explained, “Staying put for the long term, is what works best, be it cricket or investments. Mutual fund investments, are managed by qualified professionals, who have in-depth knowledge of the markets and are backed by years of research., Investing at least some portion of your savings in mutual funds, will help you achieve long-term financial goals, is the key message that we are trying to convey with this campaign.”

The AMFI campaign’s aim is to position mutual funds as a preferred investment option for potential investors. AMFI Chief Executive, N S Venkatesh, said, “This is the third year of association for us with Mr. Sachin Tendulkar and Mr. Mahendra Singh Dhoni.  Their contribution to Indian cricket has been exceptional and people look up to them. Bringing them together for this campaign was a big step towards bringing mutual funds closer to the general public. The response has been great, and we couldn’t have asked for more. We thank PMG for getting this organised for us.”

Melroy D’souza, COO, Professional Management Group, observed “This is a landmark moment for Indian TV as two of the biggest legends from the sporting world come together for a campaign. Both Sachin Tendulkar and M S Dhoni stand for trust, belief and long-term vision which is synonymous with AMFI’s campaign vision. We at PMG are thrilled that we managed to get them together and will continue to work on out-of-the-box ideas and create an impact.”

Professional Management Group (PMG) is a part of Madison World, India’s largest homegrown Communication Agency established in 1988. Madison World through its 11 Units served last year, as many as 500 Advertisers.


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