Case Study

Categories Name : A. Marketing Strategy

Sub-Category : A11. Social Impact / Not For Profit

Campaign Name : Mutual Funds Sahi Hai

Brand Name : AMFI

Agency Name : Dentsu

Results

In today’s digital world, scams are no longer obvious. Fake investment tips, phishing SMSes, and imposters posing as finfluencers blur the line between opportunity and fraud. AMFI set out to change that—with a campaign that didn’t just warn people, but empowered them to act. AMFI Partnered with AnyMind Group via its mobile marketing platform POKKT, AMFI launched “Mutual Funds Sahi Hai", a mobile-first awareness campaign targeting men and women aged 22–50 across Tier 1 and Tier 2 cities. The audience? Digitally savvy, financially active, and highly engaged online. The mission? Help everyday investors spot scams before they start. At the center was a playable ad—a gamified experience where users sliced through phishing SMSes, OTP scams, and suspicious calls. Each tap reinforced real-world vigilance, making the learning process fast, fun, and unforgettable. Unlike static PSAs, this was financial education that entertained and stuck. Execution was very precise. Partnered with AnyMind Group via its mobile marketing platform POKKT, the campaign leveraged behavioral intelligence to optimize delivery during peak engagement hours (6 PM–midnight), reaching mobile gamers, digital professionals, and finance-focused users when attention was highest. And the results? They didn’t just meet expectations, they crushed them. 3.76M unique users reached 2.10M total engagements 20.67% engagement rate (industry benchmark: ~8–10%) 1.98% CTR (well above standard averages) “Mutual Funds Sahi Hai” transformed a public service message into a high-impact, mobile-first learning experience, proving that even serious topics can break through by engaging, not warning.