Top Story


Home >> Advertising >> Article

Contract puts out its first integrated campaign for UTI Mutual Funds

Font Size   16
Contract puts out its first integrated campaign for  UTI Mutual Funds

Contract advertising has put out its first integrated campaign,  “Haq ek
behtar Zindagi ka” for UTI Mutual Funds after having won the business earlier in the year. The agency worked closely with UTI MF to create a new platform that best represents the brand’s new directive towards its customers and the category as a

“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 delivers it”, said Leo Puri, MD UTI MF about the new campaign.

The new brand proposition,   “Haq ek behtar Zindagi ka”  (The right to a better life), was arrived upon after a detailed research and evaluation of the category’s role. The agency has also created UTI MF’s new brand identity that reflects both, the brand’s legacy and its revived energy.

“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”, says Ashish Chakravarty, NCD, Contract Advertising.

The digital leg of the UTI MF campaign is being handled by iContract, which is launching their new website “” The website sports multiple videos specially made to portray the various perspectives of “Behtar Zindagi” amongst different audiences. The brand will be launching new apps that will create a platform for the brand to interact with the younger audience. The new brand campaign has taken various forms to reach a wider spectrum of audience.  Besides the TV commercial, the campaign is executed on other mainstream mediums such as radio and OOH.

Watch the TVC here:

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...