In normal products quality can be gauged upfront or on immediate use. In an investing product however, while past performance helps you decide to some extent; it is not the absolute barometer . You are handing over your savings in the hope that the brand is able to deliver in the future. This bet on future performance is typically based on which brand you trust to grow your money. This is especially relevant in equity investing where recent market volatility and mutual fund performance has got investors to re-evaluate their "Trustmarks"
In the past, Motilal Oswal Mutual Fund has based its messaging on differentiated reasons to become a such a trustmark
We are focused on equity investing and have been doing so for 30+ years. In that sense we specialise in equity. You would typically trust a specialist more than a generalist. We have been communicating this message in the past (see the campaign here).
We also have a well documented equity investing philosophy which we follow across all our equity funds. This philosophy can be summarised in 4 words - 'Buy Right. Sit Tight'. We Buy Right using a QGLP investing process and Sit Tight by having the patience to hold onto stocks through the growth cycle; including periods of volatility. This focus on process and its implementation has also helped build trust (See the campaign here)
Our latest campaign tries to furthur emphasise the reason why investors can trust us to grow money. The key insight used here is that when it comes to trust; actions speak louder than words.
Ever since the inception of the AMC ; MOFSL promoters personal investments as well as the company's money (treasury funds) have been invested in our own equity funds. So much so that the company and its promoters are the largest investors in the company's equity funds.
We continue to stay invested in our funds ; be it market highs or recent lows.
This 'skin in the game' proposition helps demonstrate the conviction that the brand has in its product and a reason why investors should trust the brand. This 'reason to trust' forms the basis of our latest campaign.
The creative idea is inspired by signs we see across various food outlets. To instill confidence and trust, many restaurants put up a sign - "The owner of this restaurant also eats here". This acts as a testament to the conviction the owner has of quality and hygiene of the food served.
Here is one such example.
We used this observation as the basis of the creative idea to demonstrate the conviction that the brand has in its own product.
Overlaying the now popular tone and manner and signature brand music of the Motilal Oswal films; the campaign would be promoted on business news channels, digital and social media. Have a look at the TVC below
To summarise; at Motilal Oswal we put our money where our mouth is. Coincidentally (and totally unintentionally); the campaign also connects "mouth" (food) with money (investing) :)
SOME INITIAL FEEDBACK ON THE CAMPAIGN
- "When it comes to trust, action speak louder than words" : Read what The Economic Times Brand Equity has to say about the campaign here
- Storyboard : See what CNBCTV18 has to say about the campaign here and here
- "Invest in the fund owners invest in": See what Campaign India has to say about the TVC here
- Work that Speaks : Read what The Financial Express has to say about the campaign here
- "Mullen Lintas curates new TVC for Motilal Oswal" :Read what www.exchange4media.com has to say about the campaign here
- Read what AdGully has to say about the campaign here
- Read what www.medianews4u.com has to say about the campaign here
- Read what www.tvwnewsindia.com has to say about the campaign here
