MUMBAI: AMFI, on Wednesday, announced that it had roped in cricketing idols, Sachin Tendulkar and MS Dhoni for their newly launched a campaign 'Mutual Funds Sahi Hai', in order to create awareness about Mutual Funds, as the preferred investment option.

Speaking on the same, AMFI chairman Nilesh Shah said: ''Sachin Tendulkar and  MS Dhoni evoke unstinted trust and high dependability, and their longer-term orientation in their respective cricketing careers have been akin to retail investors having equally longer-term approach towards investment. Longer-term approach be it, in cricketing career or in Mutual Fund investments can deliver rich dividends be it for cricketers or investors, alike."

AMFI chief executive N S Venkatesh further added: "After three years of Mutual Funds Sahi Hai campaign, we at AMFI felt that the time is right to take the conversation with the retail investors across the country to the next level, by engaging the cricketing icons.”

“On behalf of the Mutual Fund Industry, I thank SEBI for taking a considerate view on allowing the engagement of celebrities, at the Industry level, “says Venkatesh.

Commenting on the campaign Sachin Tendulkar said: “I am excited to be associated with the Mutual Funds Sahi Hai initiative, through AMFI, to help create awareness about Mutual Funds. Discipline and a longer-term approach is the cornerstone towards achieving success, be it in any sport and likewise in personal investing."

Mahendra Singh Dhoni said: I take great pride in being associated with the “Mutual Fund Sahi Hai’ campaign. Having a goal-based approach, starting early, staying disciplined and not being fazed by volatility, are the four mantras, I have always followed, be it in my cricketing career or in personal money management."