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.