AMFI leverage Maha Kumbh to drive financial literacy with a high-impact OOH campaign

Laqshya Media Group has executed a large-scale, high-impact Out-of-Home (OOH) campaign at the Maha Kumbh 2025, for The Association of Mutual Funds in India (AMFI) . Designed to blend seamlessly with the cultural and spiritual atmosphere of the event, the campaign strategically integrated AMFI’s ‘Mutual Funds Sahi Hai’ message across key travel hubs, high-traffic routes, and iconic city locations in Prayagraj and Varanasi, ensuring exposure to over 40 crore attendees.

Leading the campaign is the fully branded Ganga Gomti Express, a daily train connecting Prayagraj and Lucknow, which serves as a moving billboard seen by thousands of passengers daily. At Varanasi Airport, AMFI’s messaging dominates key touchpoints, including the departure hall, boarding gates, and arrival exits, ensuring high engagement from domestic and international travelers. Road-facing billboards reinforce the message outside the airport, creating a comprehensive, multi-touchpoint experience.

Strategic OOH placements at Varanasi Junction railway station in the city, particularly around the high-footfall PRS counter, capture the attention from thousands of daily commuters. Iconic locations such as Lahurabeer Crossing near Kashi Vishwanath Temple, the Pandeypur Flyover, and Lohta Highway feature large-format billboards, providing uninterrupted visibility across key pilgrim routes. By integrating static and mobile formats, AMFI ensures continuous reinforcement of its financial literacy message.

Speaking about AMFI’s initiative at Maha Kumbh 2025, Navneet Munot, Chairman, AMFI, commented: “At AMFI, we are committed to empowering individuals with financial literacy. Our participation in Maha Kumbh is a meaningful step toward merging the essence of tradition with the opportunities of financial inclusion. Just as Kumbh symbolizes the confluence of culture and spirituality, mutual funds represent the confluence of faith and discipline—especially SIPs, which enable individuals and families to achieve their financial aspirations. We are honoured to bring this message to one of the world’s most iconic gatherings.”

Adding further, Venkat N Chalasani, Chief Executive, AMFI, said: “The Maha Kumbh Mela allows us to connect with millions of people and create trust and recall by helping them understand the importance of financial planning and the role of mutual funds in achieving their life goals. Through innovative activations and culturally relevant messaging, we aim to empower individuals to take charge of their financial futures.”

Amarjeet Hudda, COO of Laqshya Media Limited, emphasised the precision of the campaign’s design: “We’ve deployed a media mix that maximises visibility and cultural resonance. By activating key transit points, major routes, and city landmarks, the campaign ensures that AMFI’s message reaches pilgrims and travellers most effectively and subtly, creating lasting recall at the World’s largest gathering event”

The campaign transforms key transit points, religious landmarks, and busy routes into impactful brand touchpoints through a strategic mix of static and dynamic OOH formats. AMFI sets a new benchmark in experiential OOH marketing, driving awareness, engagement, and long-term recall by seamlessly embedding financial literacy within Maha Kumbh’s cultural and spiritual landscape.

Aligning its message with the once-in-12-years spiritual event, AMFI blends storytelling with data-driven media placement to position mutual funds as essential tools for financial planning. This thoughtful integration connects with the aspirations of millions of pilgrims, ensuring they leave with both spiritual fulfilment and practical financial insights to shape their futures.