Ki & Ka

BACKGROUND

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,

. https://www.youtube.com/watch?v=cDYZx4cS2R0

https://www.youtube.com/watch?v=oJt9whsMjuY

https://www.youtube.com/watch?v=L7QAJgGIWlI

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 process to 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”?

Me Vs Market

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

Sirf ek Sawaal....

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