UTI Mutual Fund has rolled out a campaign 'Just MAAF Kar' (please excuse me), to highlight its multi-asset allocation funds offerings.

Conceptualised by Havas Creative Network India, the campaign features an ad film set in an office environment. The story follows a protagonist seeking financial advice amidst a volatile equity market. Initially turned away with 'maaf kar' (excuse me) by his colleagues, he persistently seeks counsel from various coworkers without success. The film culminates as he gathers with them in the canteen, lamenting their reluctance to assist him anymore. One colleague repeats 'maaf kar,' only to reveal that it's about MAAF (Multi Asset Allocation Funds) offerings.

What we think about it: Captures the challenges of navigating volatile markets through a relatable office narrative, culminating in a clever twist that underscores the benefits of their 'MAAF' offerings. The ad's engaging storyline and subtle humour make it memorable for broad audience impact.

The film was rolled out across social media platforms on 9 July.

CREDITS:

Agency: Havas Creative Network India

Client: UTI Mutual Fund

Joint managing director and chief creative officer: Anupama Ramaswamy

Managing director: Kundan Joshee

Chief strategy officer: John Thangaraj

Executive creative director: Nikhil Guha

Senior vice president: Rajeshwari Nair

Senior creative director: Neha Sidhra

Creative supervisor: Sunny Kumar

Associate vice president: Prashant Thombare

Associate creative director: Ravinder Kumar,

Senior account executive: Sakshi Yerunkar