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 “www.behtarzindagi.com.” 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: