Campaign India Team
Jan 18, 2016

UTI pitches SIPs, urges audience to seek more from life

Watch the ad films conceptualised by Contract Advertising here

UTI Mutual Fund has rolled out two new TVCs that look to build on its proposition of 'Haq ek behtar zindagi ka' (Right to a better life). 
Conceptualised by Contract Advertising, these films look to educate the audience on Systematic Investment Plan (SIP).
One film shows a family of three holidaying abroad. Seeing her young daughter pointing out to some monument excitedly, the lady tells her husband that she's very happy being on vacation. Her husband proudly replies that after being elevated to the position of general manager, the holiday had to be in Europe. As he says that, a younger couple enter the bus. The younger man happens to be a subordinate of the 'general manager'. He tells his his surprised boss that since he's completed working for four years, a holiday was on the cards. He adds that they're planning a trip to Germany, asking the older man about his holiday plans. The general manager reluctantly informs him that they won't be going anywhere else this year. The older man's wife isn't impressed. The film ends with a voice over urging viewers to invest in SIPs for quicker success.

The other film shows a boss showing off his new watch to his colleagues who are in awe of it. The man says that he deserves the watch since he's worked for 18 years in the same industry. Just then, a younger colleague walks in and shows him a file. On his wrist is the same watch. The man looks towards the watch and asks him about it. The younger man says that since he completed five years working at the company, he deserved it. This film ends with the same voice over as the other.
Kapil Mishra – ECD and EVP, Contract Advertising, Mumbai, said, "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."
Gaurav Suri, senior EVP and head – marketing, UTI AMC, said, "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. 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."
The campaign, that has been live from the first week of January, spans print, outdoor and digital.
Client: UTI
Agency: Contract Advertising
Team: Ashish Chakravarty , Kapil Mishra , Rahul Ghosh , Kunal Chakravarty, Ambarish Jayadevan, Janhavi Devrukhkar, Raman Iyer , Benny Alexander 
Campaign India

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