Conceptualised by Contract Advertising, the TVC explains the benefits of SIP in a humorous yet subtle manner
BestMediaInfo Bureau | Mumbai | February 5, 2016
Click on the image to watch the TVC.
After putting up a successful campaign last year, UTI Mutual Funds kick-started this year with a fresh campaign comprising two commercials aimed at strengthening the brand's “Haq ek behetar zindagi ka” positioning.
Explaining the benefits of Systematic Investment Plan (SIP), the new TVCs have used humour to connect with the audience. Conceptualised by Contract Advertising, the campaign aims to educate the audiences and connect with them.
Kapil Mishra
Kapil Mishra, Contract's Executive Creative Director and Executive VP, 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.”
The first TVC opens with an old couple on a tour abroad where the old man tells his wife that now that he is a general manager, it is at least worth making a trip abroad after so many years. At that time a young man greets him, who happens to be his 'Sir' (boss), and tells him that it's been four years that he has been working, therefore “Itna toh banta he naa.” That's where UTI Mutual Fund explains that savings every month with SIP can give one a better life. It conveys the message to save today for a lavish tomorrow.
On the other hand, the second TVC has a similar scenario. In an office where the manager's expensive watch is compared to the same watch as the colleague wears – the only difference being their work experience.
Gaurav Suri
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 SIP.”
Suri added, “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. I am happy that Contract has done a great job in delivering that.”
The campaign aims to target the youth to drive home the advantages of a SIP. The campaign has been live from January and has used print, outdoor and digital media.
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