Beyond "Mutual Fund Sahi Hai"
AMFI's original campaign successfully mainstreamed mutual funds. Version 2.0, launched in early 2026, doubles down on regional language content — Hindi, Tamil, Telugu, Kannada, Marathi, and Bengali — across YouTube, Instagram Reels, and regional OTT platforms.
What's Different
The new campaign explicitly addresses behavioral traps: panic selling, chasing past performance, and over-diversification. It also features simpler explainers on direct plans, SIP step-up, and nomination updates — practical steps many existing investors haven't completed.
How You Can Help
If you're a seasoned investor, sharing credible, jargon-free content about mutual funds with your network remains the most effective form of financial education. The data shows peer influence is more trusted than institutional messaging for first-time investors.