UTI Swatantra is an investor education initiative of

“UTI Swatantra” is an investor education initiative of UTI Mutual Fund Category : Best Marketing content on Radio Initiative : UTI Swatantra

About UTI Mutual Fund § UTI Mutual Fund, one of the foremost players in the Mutual Fund Category, laid the foundation of mutual funds in 1964 and continues to enjoy the trust of over 10 million investors. § Being a pioneer of the mutual fund category, the brand has come up with many great initiatives for consumers. As part of its mandatory responsibility towards educating investors about the merits of mutual funds and financial planning, UTI Mutual Fund started one such unique initiative – UTI Swatantra: In 2009, UTI Mutual Fund took the first steps towards addressing financial illiteracy in the country by creating a holistic Investor Education platform § Largest investor education initiative in India since its inception § Educating India about wealth creation which can help them achieve their financial goals, giving them a right to a better life

Target Audience § Consumer§ Age- 20 - 45 Yrs § Markets- Top 15 cities* & Below 15 cities* § IFA’s – Independent professionals managing accounts over 1 Cr /p. a. * Markets defined by AMFI

Category Challenges Misconceptions: • No Benefit over other options (Saving a/c, FD, Gold Vs. MF) • MF are “not for me”, maybe for rich people that take more risks • Like Savings A/C’s, all MF products are the same. Therefore, will not serve my specific needs • Similar to Primary Market instruments (shares) Product Clutter: Influencer Driven: • Too many similar sounding products • Heavy reliance on Financial Advisors • Differentiation too technical for a consumer to appreciate • Peer/Friends & Family impact : “I told you so. . ” fear Increasing need for financial literacy!!!!!

Consumer Insights § Needs are not constant and common across potential consumers § Access to money may be needed at any time § Needs too much of time to make sense of and then there is the issue of which is the best § Financial goals are personal yet general expectations are fairly convergent § Millennials financial focus is on immediate needs over long term goals § Turning to financial planners is preferred over autonomy (ones’ own decision)

Our Objective: § Correct the misconceptions through an “awareness-cum-relevance” narrative § Strategically leverage “Influencers” Our Solution: § Curate content to make it relevant with life-stage/need-state cohorts (planning to buy property, a bigger car in 2 years, etc. ) § Leverage credibility of IFA’s by making them the mediums within our content § Increase reach through use of multiple media platforms and languages § Offer back-channel/talk-back means

Omni-channel Presence of UTI Swatantra in 18 -19 Swatantra on Print § 14 Publications § 3 Genres § 8 Languages § Released fortnightly* § 97+ editions Swatantra Season 2 § Radio One 94. 3 (English) § Weekly Campaign § Aired across 5 cities Utiswatantra. com § Articles § Podcasts § Infographics § Videos § Calculators § Expert panel to answer queries § Event Registration § Integrated Content Calendar across platforms § Content creation for each platform is done differently § Specialized Editorial board created for content writing and style * Monthly releases from Jan ‘ 20 onwards Investor Education Camps Digital § FB live § “First Step” -First § FB Post, Tweets & time Job earners Contest § “Saral” - 200+ § Pinterest camps conducted § B 2 B & B 2 C UTI across Pan India apps through VC facility § Native Ads on and On-ground Print partner sites § Weekly Newsletters & SMS § Short format content-Video, GIF’s, Infographics etc.

Content Planning & Strategy – KISS (Keep it Simple Stupid!) Content Strategy § Simplify § Enhance relevance § Omni-channel § Life-stage/Need state oriented Content Style § Limited usage of financial jargons § Demystify key jargons § Youthful § Conversational § Call to Action Oriented § Dynamic § Engaging § Positive & Inspirational Narrative § Influencer (IFAs) engaging (through “Expert Speak”) Content Amplification § Short (Byte sized. Videos, GIFs & Infographic) yet insightful Content Site s

Radio Initiative § Launched Season 2 of “UTI Swatantra” series, a weekly show on Radio One (94. 3). Expanded its footprint from Mumbai to 5 cities (Mumbai, Delhi, Bangalore, Kolkata & Pune) § The show caters to niche English speaking audience through different financial experts across each city. § The key focus of the show is to educate & address investor and potential investor queries § Initiative gets amplified through: § § § § Weekly snippets by category experts on topic of the Week 5 Metro’s with Unique Expert for each of the city every week Mon-Fri between 8 -8: 30 am & recap on Sat between 11 - 12 pm 52 weeks long campaign Podcasts post airing gets uploaded on utiswatantra. com Promotion through: Radio Promo’s Social Media- Tweets, FB post, Contest etc. . § § 3 designated posts per week across Monday, prepping up the listeners on what’s in store for the entire week, driving tune ins to the show Wednesday, Engaging contest post around the week’s theme aimed to excite the listeners Friday, A video of the designated city IFA capturing in brief the idea discussed in entirety through a video. § Emailers & Whats. App

Radio- Content & Promotional Elements

Promotional Elements- Banner, Emailer, Whatsapp creative etc. .

Weekly Theme’s IPL Theme World Health Day

Continued… International Day of Family Bonus Mothers Day

Social Media Posts Topic Promotion Posts Contest Posts Video Posts

Promo’s & Show links § Launch Promo’s § Weekly Show promo § Weekly Show links http: //utiswatantra. utimf. com/podcast/secure-your-new-year-financially-throughmutual-funds/

Impact: Over 9. 4 K Plays Engagement Rate 0. 20% Period: FY 19 -20 *Source: Listenership source is IRS 2019 (Q 2 IRS data) study & TG- 12+All Open rate- 10. 67% CTR-0. 13% Reach* Listenership- 10. 13 Mn

Key Milestones in FY 19 -20 § Content Integration across platforms for larger Impact § Story telling approach for creating lasting Impact & relatability § Digital leg to reach out to netizens/influencers/youth § Content being promoted through Social media & digital platforms