A 2-minute long commercial tries to showcase ‘slice of life’ moment through an emotional touch.
After the success of ‘Swatantra’ through which UTI Mutual Fund travelled across the country to spread awareness about mutual funds, the fund house has launched a corporate campaign called ‘Haq, ek behtar zindagi ka’ (Right to lead a better life).
The commercial opens with a son taking his differently abled father, a former Ranji player, to London in order to fulfill his dream of watching test match cricket in England. In a press release the fund house said, “The creative thought behind the advertisement is to showcase a “Slice of Life” moment, which can be related emotionally by a wide cross section of investors. The campaign has been initiated with the positioning of the brand to new as well as existing investors.”
The press release says that UTI conducted a meticulous research and evaluation exercise to understand the role that mutual funds play in fulfilling the aspirations of an investor before the new brand proposition ‘Haq, ek behtar zindagi ka’.
Leo Puri, Managing Director, UTI Mutual Fund said: “We are fortunate to have a very strong brand. An effective branding strategy helps us to promote recognition and set us apart from competition. Considering the transformation in the industry and changing investor profile, we have initiated this campaign which beautifully portrays our new brand proposition as well as our core vision.”
The advertisement is created by Amit Sharma of Chrome Pictures. The first commercial went on air on November 11 through Youtube and social networking websites. Click here to watch this corporate AV.
