The Association of Mutual Funds in India (AMFI) is making a significant impact at the Maha Kumbh 2025, expected to attract over 40 crore visitors. With the aim of promoting financial literacy and educating millions about mutual funds, AMFI has launched a series of innovative on-ground activations designed to engage visitors in an experiential manner.
Two specially designed buses have been stationed in high-traffic areas where Kumbh attendees can watch engaging videos on mutual fund basics, take interactive quizzes, and charge their mobile phones. Visitors who answer the questions correctly receive a 12-year Hindu calendar, the Nivesh Panchang, which highlights auspicious days to start Systematic Investment Plans (SIPs), making it a valuable keepsake.
A striking ‘kalash’ installation provides warm filtered water to visitors, while sharing messages about SIPs and how small savings can help achieve big dreams. To further enhance its connection with pilgrims, AMFI is distributing branded blankets to those staying in government-constructed tents, offering warmth and comfort while reinforcing the message of SIPs. These initiatives aim to boost financial literacy while meeting the immediate needs of visitors in the cold weather, strengthening brand engagement.
Navneet Munot, Chairman of AMFI, commented on the initiative: "At AMFI, we are committed to empowering individuals with financial literacy. Our participation in Maha Kumbh is a meaningful step toward merging the essence of tradition with the opportunities of financial inclusion. Just as Kumbh symbolizes the confluence of culture and spirituality, mutual funds represent the confluence of faith and discipline—especially SIPs, which enable individuals and families to achieve their financial aspirations. We are honoured to bring this message to one of the world’s most iconic gatherings."
Venkat N Chalasani, Chief Executive of AMFI, added: "The Maha Kumbh Mela allows us to connect with millions of people and create trust and recall by helping them understand the importance of financial planning and the role of mutual funds in achieving their life goals. Through innovative activations and culturally relevant messaging, we aim to empower individuals to take charge of their financial futures."
Further energising the atmosphere, the “Sahi Hai Mandli” troupe, dressed in ‘Mutual Funds Sahi Hai’ branded attire, rewards positive acts like water conservation and cleanliness while singing a live jingle promoting mutual fund investment through SIPs. The troupe distributes the Nivesh Panchang as a reward, further emphasising the importance of SIPs.
AMFI’s campaign also extends beyond the Kumbh grounds with a 30-day Out-of-Home (OOH) campaign, covering key locations in Prayagraj and Varanasi, such as railway stations and airports. The Ganga Gomti Express, which runs daily between Prayagraj and Lucknow, has been branded with ‘Mutual Funds Sahi Hai’ messaging. Collaborations with local media outlets like UP Tak will further amplify the campaign’s reach through stage programming, nukkad nataks on mutual funds, live streams, and strategic content placements.
Through these efforts at the Maha Kumbh Mela, AMFI aims to raise awareness of mutual funds and drive financial inclusion, blending financial literacy with cultural significance at one of the world’s largest spiritual gatherings.
