Ramnik Chhabra, Associate Director Marketing, Motilal Oswal Financial Services Ltd

Name of the campaign

Motilal Oswal Securities Ltd – Man from Motilal Oswal

Research insights

When it comes to investing, managing emotions is what can make the difference between making money and losing money. When investing in stock markets, people often go by hearsay rather than research.

The thought process behind the creative

To make an intangible product like broking come alive, Motilal Oswal has used ‘the advisor’ as a tangible dimension to their service.

Media vehicles chosen

Cinema, TV, Online.

Key issues kept in mind while executing the ad

To make sure the ad captures the basic DNA of the brand – a focus on old-fashioned research and homework, attributes that are timeless in their relevance to investors.

Does the treatment do justice to the brief?

The brief was to break clutter, and to showcase a research orientation. The treatment does both quite well.

What is the differentiating factor about the ad?

The format of a trailer and the mystique of the old-worldly ‘Man from Motilal Oswal’ differentiates the film and makes it break clutter. It helps us stay focused on the anxieties and concerns of investors, without becoming boring.

Market/client feedback

Just launched on 15th August. Initial feedback has been encouraging.

Compiled by Shubhangi Mehta.