How AMFI educated its target audience through web series ‘Yeh Meri Family' with TVF

The Association of Mutual Funds of India (AMFI) partnered with The Viral Fever (TVF) for the seven-episode web series ‘Yeh Meri Family’ to educate and nurture its target audience and garnered more than 20 million views on YouTube.

Given the popularity of the series, Netflix also collaborated with TVF and now the show is also available on the OTT platform.

TVF had previously partnered with AMFI for the second season of The Timeliners’ super-hit web series ‘The Aam Aadmi Family’, which has garnered 25 million views to date.

The series is an extension of AMFI’s larger campaign ‘Mutual Fund Sahi Hai’, targeting tier II and nearby cities.

Set in Jaipur over the events of summer vacation of 1998, the web series revolves around the simplicity in conflicts, emotions and bonding of the five-member Gupta family.

The protagonist, 12-year-old street-smart Harshu (Vishesh Bansal), 15-year-old son Dabbu (Ahaan Nirban), five-year- old Chitti (Ruhi Khan), the apple of the family’s eye; the quintessential ’90s mom, Mummy (Mona Singh); and the engine of the family, Papa (Akarsh Khurana); each character lends a beautiful hue to the family dramedy.

The target audience is educated through scenes subtly placed in the narrative of the series. Harshu’s father, played by Akarsh Khurana, is an investment advisor and is shown in favour of mutual funds. He advises his clients on matters such as risks associated with mutual funds.

The story appeals to the family-oriented lifestyle segment where the importance of financial investments is made by the elders of the family.

Each episode began with an advertisement in the form of a conversation rather than just telling it to the audience. The episodes contained scenes that talked about the risks and benefits associated with mutual funds.

Trailer of the web series:

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