AMFI uses announcements on state bus stations for its investor awareness campaign

The Association of Mutual Funds in India (AMFI) recently launched a large-scale audio and audio-visual investor awareness campaign through Vritti iMedia’s Audiowala Bus Stand platform. The 21-day campaign, titled SEBI vs SCAM, was conducted recently across Karnataka, Maharashtra and Rajasthan, culminating in October 2025. The initiative aimed to strengthen investor protection and combat financial fraud in the securities market. 

As mutual fund investments see growing participation from retail investors in small towns and emerging markets, AMFI’s focus on investor education and protection against digital frauds have become increasingly relevant. The initiative educated investors about various forms of financial deception and scams that are increasingly prevalent in the digital age. These include fake investing applications, unregistered investment advice circulated through social media and influencers, deepfakes, impersonation of registered intermediaries, and fraudulent schemes that falsely promise guaranteed returns. Through engaging audio and visual content, the campaign aimed to raise awareness of common red flags, verification protocols, and the importance of safe digital behaviour. 

Commenting on the collaboration, Mr. Venkat Chalasani, Chief Executive, AMFI, said, “Through the SEBI vs Scam initiative, AMFI in association with SEBI, is taking the message of financial awareness to regions beyond the metros, and collaborations like this help us in reaching people at the grassroots level. We encourage every investor to stay informed, verify offers before investing, and remain cautious of fraudulent schemes that promise unrealistic returns. An alert investor is the first line of defence against fraud.” 

Vritti Media’s Audiowala Bus Stand network is India’s leading audio-based digital out-of-home advertising platform, covering over 600 bus stations across eight states, including 

Maharashtra, Rajasthan and Karnataka. It integrates public service announcements and brand communication within routine bus departure and arrival information, effectively reaching 2 crore people every day in their local languages. This medium is particularly effective in small towns and rural regions, where conventional advertising and awareness channels have limited reach. 

“Audiowala Bus Stand allows engagement with a highly attentive audience at transit hubs. As commuters spend time waiting for buses, the combination of audio and visual messages ensures deeper recall and lasting impact, especially in areas where other forms of media outreach are minimal. The cost of such communication is less than a paisa per person reached, making it one of the most efficient awareness platforms in the country,” said Mr. Rajesh Radhakrishnan, Chief Marketing Officer & Co-Founder at Vritti iMedia. 

The SEBI vs SCAM campaign underscores AMFI’s and SEBI’s shared commitment to investor protection and education. It reinforces the message that awareness, vigilance and responsible financial behaviour are key to ensuring a safe investment environment. 

The campaign ran across key transport hubs in Karnataka, Maharashtra and Rajasthan, delivering daily messages in regional languages during peak commuting hours. It reminded all investors to pause before investing, verify the authenticity of intermediaries and report any suspected misconduct through the appropriate regulatory channels.