Case Study

Learn how AMFI educated people on Twitter about mutual funds with a cricket spin

Key Results



video views

The opportunity

Over the past few years, promoting investor education has been a key focus area for the Association of Mutual Funds in India (@MFSahiHai). To further promote proper understanding of mutual funds, the brand wanted to raise awareness and drive positive financial habits through its #MutualFundsSahiHai campaign.

However, to ensure that its message resonated with more people, AMFI India turned to Twitter and Cricket — a beloved conversation starter in India. Through an innovative brand strategy, the brand attempted to enhance the audience’s knowledge around the benefits of investing in mutual funds.

The strategy

It’s no surprise that Indians love cricket, and almost 78% of people on Twitter in India are cricket enthusiasts. Drawing on this insight, AMFI India aligned itself with two of the biggest cricket tournaments in 2021 — the Indian Premier League (IPL) and the ICC T20 World Cup. Through Twitter’s extensive ad products, @MFSahiHai successfully built hype by associating with iconic cricketers as brand ambassadors and disseminating assets that featured them.

  • Expanding Reach
  • India
  • Case Study
  • Financial Services
  • Creative Canvas
  • Create Engagement
  • Audience Targeting


Capturing audience attention with star power.

AMFI India churned out contextually relevant and insightful creative assets featuring some of India’s favourite cricketers like Sachin Tendulkar, MS Dhoni, Rohit Sharma, Jasprit BumrahShreyas Iyer, and Mithali Raj. By leveraging their reach and popularity, the brand spread the campaign message of #MutualFundsSahiHai and fostered an instant connection between fans and the brand.



Driving conversations through Timeline Takeovers.

Twitter is the roar of the stadium. @MFSahiHai used Timeline Takeover and Trend Takeover+ products during important match days to maximize its reach. During the Mumbai Indians versus Chennai Super Kings match in the IPL and the World Cup game between India and Pakistan, @MFSahiHai saw a significant boost in engagement resulting in increased brand visibility.



Sustaining momentum with creative video assets.

To reiterate the benefits of mutual funds, @MFSahiHai ran a high-burst video views campaign for the entirety of the cricket season. Through this strategy, they reinforced their campaign message of #MutualFundsSahiHai.

The success

With its informative, engaging, and educative content, the #MutualFundsSahiHai campaign instantly connected with a larger audience during the cricket season about the benefits of mutual funds. Essentially, the single-minded and consistent messaging with visual imagery leveraged the brand equity across the campaign and drove higher awareness, ad recall, and favorability for AMFI India.

The campaign was exceptionally well-received, delivering over 71.4M impressions, 626K engagements, and 23M video views.

Solutions Used

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Expanding reach

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