UTI Mutual Fund has rolled out an investor education campaign, 'SIP karo, SIPizen bano,' (Do SIP, become a SIPizen) that encourages individuals to embrace consistency, build discipline, and take control of their financial journey, one investment at a time.

Conceptualised by Havas Creative India, the initiative addresses how in a world where financial choices can often feel overwhelming, cultivating a steady investing habit is one of the most powerful ways to stay on track with long-term goals. The film highlights how while SIPs make it easy to invest small amounts regularly, sustaining that behaviour is where a lot of investors struggle. 

What we think about it: The campaign taps into a real, often overlooked friction point in personal finance: starting an SIP is easy; sticking to it is where most investors falter. The attempt to turn consistency into a cultural identity with 'SIPizen', positioning disciplined investing not as a chore but as a lifestyle adds weightage to the cause. By rooting the narrative in relatable behaviours, the communication feels grounded and honest. 

CREDITS

Agency: Havas Creative India  

Agency Credits:
Anupama Ramaswamy, managing director and chief creative officer, Havas Creative India 
Arindam Sengupta, managing director – Havas People and chief client officer, Havas Creative India

Creative: 
Aditya Sunilkumar, executive creative director , head of digital
Krupal Bhosale, senior creative director – art
Ranvijay Gapat, associate creative director - art
Sushmita Pedaprolu, associate creative director - copy

Account Management:
Prashant Thombare, associate vice president 
Shivani Chavan, account manager 

Planning:
Jahan Nargolwala, associate vice president 
Nidhi Dave, brand planner

Production:
Dawa Lama, head of production

Studio:
Anand Chindarkar, studio manager
Sanket Gandhi, artworks specialist