The mobile app from Motilal Oswal offers a unique benefit- the ability to Trade, Track, Research and Review- all from one app. The TVC tries to make this feature come alive using the Man from Motilal Oswal as a physical manifestation of this service. Hence the line- Research . Review. Trade. Track-all at the press of a button
The campaign was launched through TV and digital advertising. A #buttondabao music video was also made for social media
Thanks to various investor education initiatives by AMCs , the concept of a Systematic Investment Plan is getting increasing understanding and acceptance.
However to explain the end benefit of SIP(long term of wealth creation) and to make the process of SIP ( compounding magic) come alive, Motilal Oswal Securities, a distributor of mutual funds, has come out with a unique initiative
The initiative has at its center a SIP calculator that helps investors achieve their dreams through SIP
The process is explained through the simple metaphor of archimedes. Where he said a person no matter how small can lift the earth if given the right amount of leverage.
Similarly however big your investing goal, it can be achieved with even a small amount, if given the right amount of time.
Hence the SIP that we know of can quite easily stand for 'Small Is Powerful
Visit http://www.motilaloswalmf.com/tools/sip-return-calculator and see how Big dreams can be achieved even with Small amounts
Post November 8th, the stock markets have taken a dip due to demonitisation fears clubbed with the US Presidential election results.
This has lead to overall fear among investors and the temptation to redeem their investments.
To address this; we came out with a two-legged campaign based on the hard facts that historically markets may face a temporary drop due to circumstances; but in the long term have always bounced back.
The campaign tried to communicate this in the first leg. In the second leg, it directly addressed the fear and the temptation to redeem with another emotion- regret. After all if they sold due to temporary emotions and things bounced back( as empirical evidence stated they will); they may regret having lost an opportunity.
Here are the creatives
Portfolio Management Schemes are investing products meant for high net worth investors. With a minimum investment amount of Rs 25 lac, PMS is typically sold by advisors and wealth managers to clients one-on-one.
Motilal Oswal Asset Management is one of India's largest PMS manufacturers with 3 PMS schemes and an AUM of around Rs 8000 cr
Interstingly , while to invest in a PMS with an AMC for the first time you need a minimum of 25 lacs; to make subsequent investments in the PMS you need not have a large amount for eg as low as Rs 1 lac
However, for small top-ups of 1-2 lacs, the intermediary may not find it relevant to chase customers . But many times customers have such small amounts to top -up in either their current or a different PMS from the same AMC.
Taking a leaf out of sachet marketing in shampoos or chota re-charge in mobile services, for the first time in India we launched a PMS top-up that could be done online directly by the investor or by the intermediary on behalf of the investor. Since the process was completely paperless; it could be done in less than a minute with savings in time and effort. What's more this synched in well with the increasing digital savviness of the high net worth investor.
The product titled 'Mini PMS' was positioned as 'small dose of happiness' that you could added to your current PMS.
Communication was specifically targetted to investors who had made money through their current PMS scheme and may have a bit to spare- either in lumpsum or through a PMS SIP(another industry first0 that could be done every month.
Here are some of the communication elements.
Motilal Oswal Mutual Fund is a recent entrant in the mutual fund space. The
previous campaign introduced Motilal Oswal Mutual Fund to investors with an
objective of getting into their consideration set,
While we continue to be a challenger brand, we needed a
campaign that builds preference for our mutual fund
The objective of this TVC is to give a reason why people
should invest in Motilal Oswal Mutual Fund. The executional mandatory is to use
the brand idea ‘sirf ek sawaal…’ as part of the film so that there is an
overall connection to the previous campaign.
BRIEF – Ki aur Ka
“KITNA” aur “KAISE”
Investors look at mutual funds in general and equity mutual
funds in particular to help money grow. However, while these same people
question the rationale behind any and every promise made to them in life ; when
it comes to investing they have to be satisfied with just a pitch around
historical returns(even though we know it’s no indicator of future
performance). Hence typical MF pitches revolve around Returns ie “ Kitna”
– Kitna zyaada, Kitni Jaldi, Kitna Asaan etc.
We are perhaps the only mutual fund that not only has a
track record; but also has a processto create wealth
ie-We Buy Right through our QGLP methodology and have the experience/discipline
honed over years in the markets to hold onto these stocks through their
growth cycle.
Hence the campaign aims to influence peoples
evaluation criterion when selecting an equity mutual fund to not just ‘Kitna’
performance but also ‘Kaise’ aaya performance
So the next time someone suggests you buy a mutual fund to
create wealth ask ek aur sawaal – “Kaise”?
Various mutual fund brands have created hi-decibel campaigns
to educate investors about the advantages of investing in mutual funds.
Motilal Oswal Mutual Fund explores a different approach.
Its latest investor education initiative is based on the
insight that people who invest in equity on their own do not evaluate their
investments objectively. They
believe that tips and a large stock portfolio are good enough to make
money.
MOMF suggests they regularly evaluate their equity
investments and the best benchmark to do so is against the Index. Hence the Me Vs Markets tool.
Investors need to www.sirfeksawaal.com and upload their
portfolio and see how it is performing versus the benchmark over 1 to 5 years.
If above then they are doing well. But if below, then maybe
they need the help of the expertise of a mutual fund.
The enclosed TVC and digital campaign is being used to
market this concept
Motilal Oswal
Mutual Fund is one of the later entrants into the mutual fund space. Our
approach to this market has been to be differentiated in every way.
1.Given
our 30 years plus expertise in stock picking, we decided to focus only on
equity mutual funds ( as against debt, balanced etc) . Hence in 2013 we
introduced our first product Motilal Oswal F25 – a large cap mutual fund. This
was soon followed by MotiLal Oswal F30- a mid cap mutual fund and Motilal Oswal
F35 – a multi cap mutual fund. Unlike other mutual funds we do not have a
plethora of schemes.
2.All
our funds are governed by a unique investment philosophy - ‘Buy Right Sit
Tight’ . Where ‘Buying Right’ means buying quality stocks at reasonable price
and ‘Sit Tight’ is holding onto them for a long time to realize their full
growth potential.To ‘Buy Right’ we pick stocks based on our unique QGLP stock
picking process. To ‘Sit Tight’ we have an extremely focused portfolio with
just 20-25 stocks. This means that we can analyse the stocks more deeply and
also that is would take just 4-5 stocks in portfolio to perform well for the
whole portfolio to perform well
3.Additionally
we are the only mutual fund that charges ‘No Load’ ( Entry or Exit) across all
our equity mutual fund schemes; thus providing even more value to investors
This approach has lead to all our funds delivering returns that
have consistently beaten the benchmark as well as been among the top performing
funds in their category. And the Motilal Oswal Mutual Fund being among the
fastest growing in the industry
THE COMMUNICATION CHALLENGE
Be it performance
or quality, Motilal Oswal Mutual Fund is among the best kept secrets in Indian
mutual funds. And therein lies the challenge. People who know of us love our
products . But then very few people know of us. Despite being better than the
big daddy’s we lag behind them in terms of awareness ; and hence adoption. This
could be because we are the new kid on the block (less than 2 years) and our
awareness may improve gradually. But then we are a brand in a hurry- a
challenger who wants to disrupt the party of the large mutual fund brands and
get customers to re-evaluate their current mutual fund investing
decisions. The communication objective is to hence aggressively build
spontaneous awareness for Motilal Oswal Mutual Fund and move into the
consideration set. If the communication can fulfill this objective, we
are confident that our superior investing philosophy and performance will do
the rest
OUR TARGET AUDIENCE
We aim to talk to people who know about
and invest in mutual funds .
COMMUNICATION IDEA – ‘Sirf ek sawaal. Why
not Motilal Oswal?’
The mutual fund
communication landscape is littered with pitches around the generic benefits of
helping achieve long term goals. We do not want to educate . We aim to create
awareness for Motilal Oswal MF and hopefully build consideration. Mutual Fund
investors are typically presented with a plethora of investing options. We aim
to get them to consider Motilal Oswal Mutual Fund through the refrain – ‘Sirf
ek sawaal. Why not Motilal Oswal?” The reason why they should consider
Motilal Oswal ( unique Investment Philosophy, Stock Picking approach, No Load
and Focused Portfolios) are elaborated on the website
The communication
idea is brought alive through 3 films and a supporting digital campaign and print ads
This blog is about my point of view on things concerning branding and advertising. And also various marketing and advertising campaigns I have been involved with. It also showcases the strategy behind various marketing initiatives and some of the creatives done by various sources to support these initiatives; be it agencies or the marketing Team. While some of the creatives would have been done by various agencies ( reach out to me to know who did what) ; the views expressed are fully my own. You may choose to agree or disagree. Either ways let me know on thesweetspotindia@gmail.com . Cheers.
