· Striking sand art and experiential engagement aimed at deepening financial literacy around mutual fund investments
· Activation themed “Shraddha Se Chale Rath, Anushasan Se Chale Nivesh” draws powerful parallels between faith and financial discipline
Bengaluru, 10th July 2025: The Association of Mutual Funds in India (AMFI), under its flagship investor awareness initiative Mutual Funds Sahi Hai, has launched a compelling on-ground campaign at the iconic Rath Yatra festival in Puri. The initiative, which began on 27th June on the Jagannath Rath Yatra initiation and will run till 5th July, intends to tap the large crowd into the spiritual and cultural significance of the Rath Yatra to drive deeper engagement and awareness around mutual fund investments, especially the disciplined approach through SIPs.
The thematic line – “Shraddha Se Chale Rath, Anushasan Se Chale Nivesh” – bridges the essence of faith and tradition with the importance of consistency and discipline in wealth creation through mutual funds. The centrepiece of the campaign is a visually captivating sand art installation of Lord Jagannath, symbolically integrated with the Mutual Funds Sahi Hai messaging.
Visitors to the installation are actively engaged through interactions with popular radio jockeys, who host real-time quiz contests around mutual fund concepts. Winners receive useful giveaways such as branded umbrellas, caps, and T-shirts. The activation also includes selfie kiosks and interactive zones to boost participation and recall which will help nudge the Rath Yatra participants to plan for investments.
Speaking on AMFI’s presence at the Rath Yatra, Navneet Munot, Chairman, AMFI, said, “India is not just a land of a billion people, but a land of a billion aspirations. AMFI’s campaign during the Rath Yatra festival is a step towards meeting those aspirations by taking the message of financial awareness and inclusion to the heart of Bharat. As lakhs of devotees come together in faith and celebration, it offers a powerful opportunity to engage with people where they are—physically and emotionally. This initiative reflects our belief that financial empowerment should not be the privilege of a few, but the right of every Indian. Even as we embrace technology and progress, we remain committed to ensuring that informed and disciplined investing becomes a way of life across every part of the country.”
Adding further, Venkat N Chalasani, Chief Executive, AMFI, said, “The Rath Yatra offers a unique opportunity to connect with lakhs of devotees in a culturally respectful and resonant way. We aim to engage families participating in the festival and encourage them to explore investment possibilities. Through innovative engagement formats and partnerships with trusted regional media, we aim to demystify mutual funds and empower people with the knowledge they need to make informed investment decisions.”
Further amplifying the campaign’s reach, LED vans branded with Mutual Funds Sahi Hai messaging are traversing key routes in Bhubaneswar and Cuttack to draw devotees’ footfall and attention. In parallel, a robust regional media engagement is amplifying awareness on the AMFI activations.
To ensure maximum visibility and engagement in the ongoing Jagannath Rath Yatra, the campaign is being strategically amplified across high-impact channels. Regional print media is leveraged with editorials and activation information capturing the attention of festival readers. Television audiences are being engaged through continuous live coverage and special Yatra-focused segments ensuring cultural connect. Radio activations are creating an energetic on-ground atmosphere, with frequent on-air mentions directly from the event. Simultaneously, digital platforms are driving audience participation through engaging posts, festive stories, and interactive selfie-tagging campaigns, encouraging real-time sharing and boosting the campaign’s reach. This multi-platform amplification is positioning the AMFI MFSH campaign as an integral part of the Rath Yatra experience.
AMFI’s participation in the Rath Yatra marks a meaningful step towards bringing investor education to the heart of communities. By aligning with a festival that draws millions, AMFI aims to build greater awareness about mutual fund investments in a culturally resonant and accessible way. Through this initiative, AMFI reaffirms its commitment to empowering every Indian with the knowledge to make informed financial decisions.
