MUMBAI: In a market that is steeped in traditions, the old and established banking, insurance and financial firms will continue to enjoy strong brand equity among different segments of society, provided they maintain a systematic line of communication with the customers.

UTI Mutual Fund (UTIMF), the country’s oldest asset management company, is banking on this very legacy to leverage the market opportunities that come up in the last quarter of a financial year when people frenetically look up tax saving options.

The mutual fund has taken the OOH route to reach out the potential customers in 11 cities across the country. To execute the outdoor campaign, spread over three weeks to a month, UTIMF has entrusted the duties with OMI, a part of Laqshya Outdoors.

Through this campaign, the mutual fund 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 in 11 cities.

Giving the rationale for the outdoor campaign, a UTIMF official said, “We had not done any promotional activity in the past few months. So, the task at hand was to begin with a brand building campaign to highlight our presence in the markets. Since this is not a product campaign, there is no specific target audience. But, we have largely addressed the upper middle class. The outdoor campaign was executed to support our TVC.”

The outdoor campaign started on January 1. Commenting on the campaign execution, Naveen Jalan, Assistant General Manager, OMI, said, “Our brief was to reiterate that UTIMF is a pioneer in the mutual fund market. So, the campaign highlights UTIMF’s established track record.”

Jalan said, “The strategy was to target key locations and filter down to the smaller pockets using a media mix, thereby reaching the target audience.”

Media properties used for campaign include Metro properties, bus panels, mobile vans, bus shelters, billboards and medians. The campaign is running in Mumbai, Bangalore, Pune, Ahmedabad, Delhi, Hyderabad, Kolkata, Guwahati, Chennai, Lucknow and Chandigarh. This is in addition to 75 sites in Tier II & III cities.

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