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:

Tags UTI Mutual Funds Contract OOH

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Mumbai was chosen in keeping with the company's focus on featuring their proprietary technologies over undiscovered markets like South Asia

The campaign, featuring brand ambassador Farhan Akhtar, exhorts consumers to showcase their achievements through the walls of their homes.

We list a few important stories that you may have missed in the week gone by