Thursday, July 6, 2017

Think Equity. Think Motilal Oswal.


 Equity markets have delivered steller returns in the past 6 months. If you see the inflows into equity mutual funds, direct equity investing  as well as IPOs, there is currently a lot of interest among investors for equity as an asset class. However given low penetration, there is low understanding around equity investing.

Today, Mass Affluent investors are looking for avenues to create wealth. While they may have invested in various asset classes ( fixed deposits, gold, real estate, fixed income funds), they realise that equity is probably the best asset class to create wealth over the long term.  They want to take advantage of the current favourable investing climate and invest in equity- either through equity mutual funds or through direct stock investing. However, they also realise that equity investing requires special expertise. It is complex, requires regular monitoring , knowledge to pick winners and the discipline to stick with them. Lack of these qualities is what makes equity investing risky. To take advantage of the investing opportunity and mitigate its risks, they are looking at equity investing experts

In a category with low penetration, it is awareness and consideration that builds brand trial. To create consideration , Motilal Oswal has created a campaign positioning itself as the equity investing expert. 

Drive by Motilal Oswal tower at night and it will be lit green or red depending on how the stock markets have performed that day. Instead of  ‘Up-Down’ buttons our elevators have visuals of Bulls and Bears.  We have one of the largest equity research departments in the industry and a unique equity investing process(QGLP) . All the money of the company and promoters is invested only in equity . As an investment house we think, breathe and live  equity . Needless to say; we are an ‘equity focused’ investing house !

To celebrate this  focus on equity , we have rolled out our latest brand campaign positioning  MOFSL as an equity investing expert.

The campaign idea is simple – if you are thinking about investing in equity , think about Motilal Oswal. Because we have been focusing on only equity for 30 years and have mastered it .


The idea of  the campaign is to; well; focus on this focus! And hence present Motilal Oswal as the equity expert you should think of if you are thinking about investing in equity.

Here is the launch TV film & Print. Media is Business and General news channels and Business Newspapers
https://www.youtube.com/watch?v=u77JSR1sCFo

UPDATE ( 20th November 2017) : Buoyed by the success of the launch TVC, we have released a follow up TVC which is on air since November 20th 2017. Here is a link to the same.

https://youtu.be/FDNMJsXdmts













Campaign also taken forward in various digital media and collaterals

Social Media Contextual Posts










Digital Banners 

Ambient Media & Collaterals


We have also taken forward our equity expertise proposition and the 'Think Motilal Oswal' Idea in the form of an onground activation in association with IIM Ahmedabad. The activation idea promotes our QGLP investing approach through India's first stock-picking contest for B-Schools.

MOTILAL OSWAL AMC 'THINK EQUITY. THINK Q.G.L.P' CONTEST

CONTEST INTRODUCTION



CONTEST PROMOTION


CONTEST CURTAIN RAISER ON CNBCTV18



Here is some of the coverage the campaign has already received in its first week 
Business Standard
Financial Express
Impact Magazine
Online Coverage
  • Online Views
The advertising has achieved almost 4 million views on youtube , over 2 lac views on facebook and over 2 lac views on twitter as well. This does not include the viral views generated through sharing of video on individuals social media pages. Infact according to a youtube report, the ad is one of the best performing in BFSI space with a cost per view of 1/3rd the category average cost

 Best BFSI campaign at the INDIAAA Awards 2017 ( http://indiaa-awards.org/ )
The Indian chapter of the International Advertising Association comes out with the IndIAA(India Chapter of the International Advertising Association) awards that recognise real advertising campaigns that have worked hard in the market place. An esteemed jury consisting of Gopal Vittal (Bharti Airtel), Shikha Sharma (Axis Bank), Suresh Narayanan (Nestle), Nitish Kapoor (Reckitt Benckiser), Sunil Duggal (Dabur) and Sunil Kataria (Godrej) selected the ''Think Equity. Think Motilal Oswal' campaign as the best in the BFSI category for 2017

 CNBCTV18-India Business Leaders Award : Brand of the Year
Some Awards Won by the Campaign








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