UTI Mutual Fund takes the emotional route to reveal new positioning

UTI Mutual Fund announced its new positioning,'Haq, ek behtar Zindagi ka', on 11 November with a new TVC. The ad film has been conceptualised by Contract Advertising. The new positioning, looks to target new as well as existing investors in UTI Mutual Funds, informs an official statement.

 

The ad film begins at a waiting lounge of the airport where an old man on a wheelchair is seen to be engrossed in watching a cricket match on one of the TVs in the lounge. The man's son has been him and observes that its difficult to keep the old man away from cricket for too long with him having been a three-time Ranji player. The duo take their flight to London as the father can be seen taking in the sights of the city happily. They day after their arrival, the duo arrive at a cricket stadium clapping away with the crowd as the son feels pride at being able to fulfill his father's wish of watching on-ground in England. The film ends with a super and voiceover saying, 'Haq, ek behtar zindagi ka.'

 

Leo Puri, managing director, UTI AMC, commented, “We are fortunate to have a very strong brand. An effective branding strategy helps us to promote recognition and set us apart from competition. Considering the transformation in the industry and changing investor profile, we have initiated this campaign which beautifully portrays our new brand proposition as well as our core vision.”

 

Ashish Chakravarty, NCD, Contract Advertising, said, “The creative challenge was to create a story that brings out a specific moment of accomplishment of the highest emotional order, while at the same time relatable to a wider audience. Based on this approach, we arrived at the script and Chrome Picture’s Amit Sharma brought it to life.”

 

iContract will handle the digital leg of the campaign. The agency is launching a new website for the same, www.behtarzindagi.com The website sports multiple videos specially made to portray the various perspectives of the brand’s positioning amongst different audiences. The brand will be launching new apps that will create a platform for the it to interact with the younger audience. The campaign will also straddle radio and OOH apart from TV and digital.

 

Credits:

 

Client: UTI Mutual Funds

Creative agency: Contract Advertising

NCD: Ashish Chakravarty

Creative team: Kapil Mishra, Rahul Ghosh, Vineet Mahajan

Managing director: Leo Puri

Production house: Chrome Pictures

Director: Amit Sharma