Contract Advertising India kicks off the new year with a fresh campaign for UTI Mutual Fund

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UTI Holiday TVC Screenshot 1 (800x450).jpgHaving put out a very successful campaign for UTI Mutual Funds last year, Contract has kick started the year with yet another powerful campaign to the strengthen the brand’s proposition of “Haq ek behetar zindagi ka”.

The new campaign is aimed at educating the audience on the advantages of a Systematic Investment Plan. The two TVCs that are part of this campaign, have used humour as an executional route to convey the message, as against the emotional appeal seen in last year’s films.

UTI Holiday TVC Screenshot 2 (800x450).jpgCommenting on the new campaign, Kapil Mishra – ECD & EVP- Contract Advertising, Mumbai, says, “In the previous generation, patience was a virtue because there was no other option. But with faster means of wealth creation, there is no need to wait. A better life can be attained when you still have all the energy and time to enjoy it.”

“Our brand proposition, ‘Haq ek Behtar Zindagi ka’, has helped us abrogate a brand platform which can be extended many ways. Being the category creator with more 50 years of experience, we felt the brand has earned the credibility and expertise to address the need for wealth acceleration and act as an enabler by educating the benefits of a Systematic Investment Plan”, said Gaurav Suri, Senior EVP & Head – Marketing, UTI AMC, commented.

UTI Watch TVC Sceenshot 2 (800x450).jpg“Swatantra offered us the platform to really showcase power of SIP for a first time investor and get him/ her into the category. Also, we wanted our communication to be highly relevant and yet, unique in the category and I am happy that Contract has done a great job in delivering that,” he added.

This campaign is targeted at the current youth, driving the advantages of a Systematic Investment Plan. The campaign, that has been live from the first week of January, is extended across print, outdoor and digital medium.

Credits – Ashish Chakravarty, Kapil Mishra, Rahul Ghosh, Kunal Chakravarty, Ambarish Jayadevan, Janhavi Devrukhkar, Raman Iyer, Benny Alexander.