APP Ki Kasam!

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

TVC : 
https://www.youtube.com/watch?v=zYuBgFeMCnQ&index=6&list=PL4yxZDLRngMDenrqKPvv322P4bSOMblSx

#buttondabao music video :
https://www.youtube.com/watch?v=UuNKpjuiZPE&t=26s

Small Is Powerful

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

WHEN MARKET TURNS FEARFUL

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

PMS TOP-UP: LEARNINGS FROM 'SACHET' MARKETING

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.