UTI Mutual Fund awards creative duties to Contract

The agency will work on a year-long multi-media campaign to commemorate UTI MF's golden jubilee next month.

Contract Advertising has been appointed as the creative partner of UTI Mutual Fund (UTI MF). The business, which was won after a multi-agency pitch process, will be serviced by the agency's Mumbai office.

The incumbent on the business was JWT.

Contract will work on UTI MF's campaign to celebrate its golden jubilee in February. In fact, the company will carry out activities throughout the year. Contract will conceptualise and execute a multi-media campaign that will encompass TV, print, radio, OOH and digital to commemorate the company's existence for five decades.

On appointing a new agency, Leo Puri, managing director, UTI Assets Management Co (UTI AMC), says that Contract was chosen because of its strategic thinking, consumer insight and experience across multiple categories. "Fifty years marks a strong milestone in the history of UTI, an institution which has been the pioneer in wealth creation since 1964. As we look to accelerate our growth going forward, Contract Advertising will help us to create brand salience," Puri adds.

Rana Barua, COO, Contract India, says the business win will enable the agency to work with a legendary brand in a category that has "great scope for gaining prominence in the current economic situation". "Our partnership will also be focused at bringing back the relevance of sound investment in the life of the new-age consumers," he adds.

UTI MF was set up in 2003 under UTI Assets Management Co. One of the leading players in the mutual fund market, UTI MF boasts of having 9.59 million customers. Having a pan India presence with its 149 UTI Financial Centres (UFCs), the company also has international offices in London, Dubai and Singapore.