UTI Mutual Funds pitches for a 'Behetar Zindagi'

The campaign conceptualised by Contract Advertising weaves an emotional story to convey the message that UTI MF helps accomplish people's dreams

BestMediaInfo Bureau | Mumbai | November 14, 2014

Click on the image to watch the TVC.

UTI Mutual Funds has launched an integrated campaign 'Haq ek Behetar Zindagi Ka', created by Contract Advertising. The agency has weaved an emotional story to convey the message that we all have dreams, but some dreams shouldn't wait for long. And that UTI MF helps accomplish the dreams by being our partner in this journey.

Ashish Chakravarty

Commenting on the campaign, 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.”

The two-minute long campaign opens at an airport scene, where an old man on a wheel-chair is seen watching a cricket match being aired on television. His son looks at him and smiles thinking that it is impossible to separate cricket from the man who himself has played the Ranji Trophy thrice. The following scenes show how the son takes care of the little needs of his father. They reach London and his son takes him to the stadium in order to watch a test match, because it had been his dad's dream since long to 'come to England and watch one test match'. It ends with the voice-over that says, 'there are some dreams which shouldn't wait for long- UTI Mutual Funds, Haq Ek Behetar Zindagi Ka'.

Leo Puri, MD, UTI MF, said, “Our brief to the agency was to create a platform that sustains and extends the brand's relevance across generations. It will allow us to build a bridge from our past to the future. Having seen the work, I am confident that the campaign will deliver.”

The digital leg of the UTI MF campaign is being handled by iContract. A new website www.behtarzindagi.com has been launched which sports multiple videos, specially made to portray the various perspectives of 'Behtar Zindagi', among different audiences. The brand will also be introducing new apps that will create a platform for the brand to interact with younger audiences. Besides the TV commercial, the campaign is being executed in other mainstream mediums such as radio and OOH.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: UTI Mutual Fund

Agency: Contract Advertising

Creative Team: Ashish Chakravarty, Kapil Mishra, Rahul Ghosh, Vineet Mahajan

Director: Amit Sharma

Production House: Chrome Pictures

Info@BestMediaInfo.com

Info@BestMediaInfo.com