Top Story

e4m_logo.png

Home >> Out-of-home >> Article

UTI MF reiterates traditional leadership in the financial market with new campaign

09-January-2010
Font Size   16
UTI MF reiterates traditional leadership in the financial market with new campaign

UTI Mutual Fund House (UTIMF) has unveiled an outdoor campaign to reach out to potential customers in 11 cities across the country – Mumbai, Bangalore, Pune, Ahmedabad, Lucknow, Hyderabad, Delhi, Chandigarh, Chennai, Kolkata and Guwahati. This is in addition to 75 sites in Tier II and III cities. The month-long campaign got underway from January 1, 2010.

The campaign seeks to reiterate UTI’s traditional leadership in the financial market with the tagline ‘Kisne Sikhayi India Ko Investment Ki Bhasha’. OMI (Outdoor Media Integrated), the strategic planning and buying agency form the Laqshya Group, has executed the campaign. OMI is a specialist outdoor media agency having expertise in planning, buying, execution and monitoring of campaigns.

Elaborating on the campaign, Naveen Jalan, Assistant General Manager, OMI, said, “Through this campaign, the mutual fund house has reiterated its traditional leadership in the financial market with the tagline ‘Kisne Sikhayi India Ko Investment Ki Bhasha’. A direct brand message like this is expected to cut ice with a large number of people who are still weighing their investment options. This could be particularly effective in the outdoor media, a key reason why UTIMF took the OOH route to reach people.”

He added, “Media properties used for the campaign include Metro properties, bus panels, mobile vans, bus shelters, billboards and medians.”

Jalan further said, “The brief given to OMI was to reiterate the fact that UTI is a pioneer in the mutual fund market and highlight its established track record. We are largely targeting the upper middle class since the campaign is not product based.”

“The task was to plan a brand building campaign and to make their market presence felt. The strategy is to target key locations and filter down into smaller pockets by varied use of media mix, thereby reaching the target audiences,” Jalan explained.

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...