Omnicom Media’s Lodestar UM has won the integrated media mandate for the Association of Mutual Funds in India (AMFI), emerging victorious in a multi-agency pitch.
Under the mandate, Lodestar UM will take charge of AMFI’s media strategy, planning and buying responsibilities, while supporting the next phase of the long-running Mutual Funds Sahi Hai campaign. The agency’s scope extends beyond media duties to expanding investor awareness, widening participation beyond traditional markets, and contributing to the broader growth of India’s mutual fund ecosystem.
Aditi Mishra, CEO of Lodestar UM, said AMFI has played a defining role in reshaping India’s investment landscape and building one of the country’s most successful financial inclusion movements. She added that the agency is excited to partner with AMFI at this important juncture and help guide the next chapter of its growth story.
The win marks a significant addition to Omnicom Media’s portfolio in the financial services and investment category, further cementing the group’s presence in a sector that continues to see heightened competition among media agencies vying for high-value mandates.
The mandate comes at a pivotal moment for the mutual fund industry, as AMFI looks to sustain the momentum built by Mutual Funds Sahi Hai – a campaign credited with significantly improving financial literacy and mutual fund penetration across India. With Lodestar UM now steering strategy, the focus shifts to deepening this reach, particularly among first-time and underrepresented investors, as the industry pushes toward broader financial inclusion nationwide.
