Concept Communications has bagged the mandate for Association of Mutual Funds in India (AMFI)'s mainline creative duties.

The agency is expected to deliver a creative refresh to the ‘Mutual Funds Sahi Hai’ campaign.

The account was won post a multi-agency pitch.

Venkat N. Chalasani, chief executive, AMFI, said,“We are happy to oonboard Concept Communications as our creative partner for AMFI’s iconic ‘Mutual Funds Sahi Hai’ campaign. Concept Communications stood out for their understanding of the evolving Indian investor and their vision for the future of brand AMFI. We are confident that this partnership will play a pivotal role in accelerating our investor inclusion agenda.”

Vivek Suchanti, chairman and managing director, Concept Communications, added, “AMFI is an extremely strong brand that has fundamentally transformed financial awareness and investor participation in Indian markets. We are deeply honoured by AMFI’s trust and excited to partner in the next chapter of this iconic brand. Our focus will be on making mutual fund conversations more accessible, relatable and action-oriented for India’s next generation of investors, especially across emerging and underserved markets.”