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UTI Lifestyle Fund uses ambient media to generate interest

24-July-2007
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UTI Lifestyle Fund uses ambient media to generate interest

The UTI asset management company has gone the ambient way to promote its financial product UTI Lifestyle Fund. The company has assigned Outdoor Media Integrated (OMI), a division of Laqshya Media, for the outdoor campaign that includes the usual billboards and bus shelters along with other activities at close to 27 stores.

Sriram Iyer, Head-Client Servicing and Creative function, OMI, noted, “Alternative out-of-home media is being electrified by what could be dubbed a consumer surge. Indians spend twice as much time outside their homes and workplaces today than they did just a few years ago. As a result, the ability to reach target audiences in attentive venues through non-intrusive media has become very important.”

For this product, the ambient media plan includes standees, cut-outs, trolley branding, mall facades and lift-door branding, in stores like Pantaloons and Big Bazaar. The creative of a man sitting on a trolley loaded with shopping goods was used intelligently to create mall branding. It also included mall show windows, gaming and promoter kiosks, and form drops, with every purchase. The in-store digital TVs were also used to broadcast the UTI television commercial.

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