AMFI engages millions at Maha Kumbh 2025 with interactive activations

The Association of Mutual Funds in India (AMFI) has made a significant impact at the Maha Kumbh 2025, where over 60 crore Indians have congregated. With the aim of spreading financial literacy and educating visitors about the benefits of Mutual Funds, AMFI launched an innovative on-ground campaign ensuring deep engagement.

Investment Awareness on Wheels

Two specially designed buses were stationed at high footfall areas, offering a unique experience for Kumbh visitors. Attendees watched engaging videos on the basics of mutual funds, participated in interactive quizzes, and recharged their mobile phones at charging stations. Participants who answered quiz questions correctly received a 12-year Hindu calendar, the Nivesh Panchang, which highlighted auspicious days for starting SIPs, making it a cherished keepsake. Over 50,000 visitors engaged with these interactive buses over the 45-day duration of the Kumbh.

Kumbh Mein Kalash

A visually striking installation shaped like a kalash served as another key touchpoint for engagement. The kalash provided warm, filtered water to visitors while carrying messages on SIPs and how small savings can help achieve financial goals. This initiative not only promoted financial literacy but also addressed the needs of visitors in cold weather, strengthening AMFI’s brand connect. AMFI’s kalash installation provided the equivalent of 7 lakh glasses of clean, warm water to devotees during the Kumbh.

To further support pilgrims braving the cold, AMFI distributed 900 branded blankets to those housed in government-constructed tents, ensuring warmth and comfort while reinforcing the SIP messaging.

Sahi Hai Mandli

Adding to the vibrancy of the event, the “Sahi Hai Mandli” troupe, dressed in ‘Mutual Funds Sahi Hai’ branded attire, rewarded positive acts such as conserving water and maintaining cleanliness. They energized the atmosphere with live jingles about developing a disciplined investment habit through SIPs. As a reward for participating in quizzes on Mutual Funds, the troupe distributed the Nivesh Panchang, a 12-year calendar marking the journey from this Kumbh to the next, reinforcing the long-term benefits of SIP investments. Nearly 1 lakh Nivesh Panchang calendars were distributed among those eager to learn more about SIPs.

Expanding Awareness Beyond Kumbh

Beyond the Kumbh grounds, AMFI extended its campaign through a 30-day Out-of-Home (OOH) initiative covering key locations in Prayagraj and Varanasi, including railway stations and airports. Additionally, the Ganga Gomti Express, operating daily between Prayagraj and Lucknow, was fully branded with ‘Mutual Funds Sahi Hai’ messaging, ensuring wider visibility.

Through these engaging initiatives, AMFI successfully blended financial literacy with cultural significance at the Maha Kumbh Mela, fostering awareness about Mutual Funds and promoting financial inclusion on a massive scale.

Also Read: AMFI's Maha Kumbh campaign: Spreading Financial Literacy to the Masses