CLARIFICATION ON SOME TV ADS SHOWN ON THIS PAGE

As per the request given by the team at MLL;  putting down  the following for the enclosed  ads.  This is to clearly tag the creative work done as theirs. Have acknowledged their work on other forums like LinkedIn as well as Social Media and awards etc; but as they also insist it is put on this blog for clarity; doing the needful.

While the strategy and expenses for  the TV ads over here  have been incurred by MOFSL and MOFSL owns the rights to the same; the idea and creatives have come from MLL; for which they have been duly compensated

Namely 

Focus 1 & Focus 2 : Brief/ Tagline by by MOFSL and Creative by Mullen Lowe Lintas

Buy Right Sit Tight : Brief and tagline by MOFSL and film idea and execution by Mullen Lowe Lintas

Poor Quality Hurts : Brief by MOFSL and creative by Mullen Lowe Lintas

Skin In the Game : Strategy and 'Owner Eats Here' idea by MOFSL. Script and execution by Mullen Lowe Lintas

Mobile App : Brief by MOFSL, script , idea and execution by Mullen Lowe Lintas

Incase any of the other agencies whose ads are shown on this blog need credits; please see the relevant page and let me know and will do the needful

EXPERIENCE BUILDS EXPERTISE

• In 2017 ; Motilal Oswal had embarked on a brand campaign  to position itself as an equity investing expert. We took various planks to create this positioning. 

•  In 2017, with the backdrop of demonetisation; when people were looking for equity investments as an alternate asset class; we created a campaign on our FOCUS on equity. This campaign used experts doing their tasks in a surprising way - ‘ When you focus on one thing. You master it’ 

• In 2018, when the stock markets turned volatile (Volatility Index hit a high of 24.04 Vs 18 the previous year); we introduced a PROCESS that would help them navigate volatility effectively – ‘Buy Right. Sit Tight’ 

• In 2019 with retail investors burning their hands by investing in penny stocks; we came out with a campaign espousing the need to invest only in good QUALITY stocks- ‘Poor Quality Hurts’

• In 2020; with uncertainity in equity due to Covid, we re-iterated our BELIEF in equity and our products by stating that we ourselves had invested a sum of over Rs 3000 crores in our own equity funds thus demonstrating conviction and a reason to trust the brand- ‘ The owner also eats here’

•  In 2021, with stock markets buoyant again and a host of first time investors entering through direct stock investing; we created a Phygital equity ADVISORY experience so that newbie mistakes could be avoided with right advise and advisory tools – ‘DIY Disasters’ 

In 2022, MOFSL is celebrating 35 eventful years of being in equity markets. The latest iteration in the 'Think Equity. Think Motilal Oswal' series uses this time in the market as a differentiator. 

The essence of the campaign is based on the premise that expertise cannot be built overnight; it needs experience. With over 35 years of equity investing experience ; Motilal Oswal has been through the various contours and phases of the stock market. This has helped us develop the equity investing expertise for investors to profit from. 

The campaign shows people from everyday life who have developed expertise in what they do based on years of experience .

 In terms of execution; the signature Motilal Oswal audio track has been used for brand recall. Another executional first for us is the use of international talent from Japan and China that was directed remotely to give the film a unique flavour. 

Have a look below

RESEARCH BEFORE YOU INVEST; NOT AFTER

New investors are jumping headlong into the market based on tips, intuition etc. Motilal Oswal has created an a separate app Motilal Oswal Research 360- a comprehensive equity research platform offering research of all kinds to any investor . The launch idea was to demonstrate the pitfalls of investing without research using the metaphor of driving a car while blindfolded Campaign has been executed multi-media campaign combining TV, digital promotion, social media & airports

RESULTS Good initial feedback in media eg The Economic Times Brand Equity (here) , Campaign India (here) , exchange4media (here) and adgully (here) 20,000 + downloads across iOS & Android platforms in first week of launch and counting

OPTIONS mein OPTIONS

The bulk of volumes in Indian stock markets are through Options Trading. However; Options are varied and complicated. Especially for the new investors entering the markets. This does not; however; deter them from investing through Options Trading. To address the needs of these new to market investors, Motilal Oswal has created an Options Store where traders can choose from a wide range of pre-packaged Options Strategies. To launch this Options Store; Motilal Oswal came out with a campaign - 'Options mein Options'. The basic insight being that in many things in life we don't have an option and are reconciled. Thankfully in Options Trading you have the choice. Have a look at the campaign below

The launch TVC is also supported with social and digital mediums Airports

SOME INITIAL COVERAGE ON THE CAMPAIGN 1. The Economic Times BraND Equity : MOFSL unveils new campaign for Options Store 2. AdGully : Motilal Oswal Options Store 3. Media Infoline : Options Store Launched

THE SWEET SPOT: Insight. Imagination. Implementation

When a business or a brand insight is interpreted creatively and executed efficiently; it hits the sweet spot. In my 30 + years in the Branding and Marketing space ; hitting this ‘spot’ is what I have always strived for. Be it category creation in consumer electronics (Philips DVDs/TVs), high decibel Shampoo, Detergent and Telecom wars (Unilever, P&G & BPL Mobile), branding commodities (HP Gas, HP lubricants), corporate branding (Standard Chartered Marathon) or creating an investment brand (Motilal Oswal) ; hitting the sweet spot of insight, imagination and implementation has helped build brand, business and shareholder value. Despite handling large teams across various SBUs; my approach has been to be directly involved with not just the strategy but also the ideation and execution of various campaigns. Infact in my previous role as CMO, most of the marketing communication across 6 SBUs was done in-house. This has provided solutions that are not just impactful but also time efficient and cost effective. After all; isn’t that the sweet spot?

Insight: The 3 C approach To arrive at the insight, I make an attempt to understand the Category. Each category has its own dynamics, challenges & opportunities Next I try to glean insights into the Consumer. These insights are through a combination of quantitative data, qualitative research , ethnographic observations and conversations with the business teams. And thirdly; understanding the Communication landscape and how we can be relevant and differentiated. This comes from cross pollinating various category experiences to communication ideas Follow this process rigorously and Insights appear Imagination: Creative is not a department I believe that everyone has an Imagination. Hence creative ideas are not the purview of only the creative team. At my previous organization I inculcated the philosophy of everyone in the Marketing team coming up with creative ideas. Even if these ideas are tactical/topical, chances are they are business oriented and speedy in execution. For example, our primary social media and digital communication was handled fully in-house with good effect. Source of these ideas can come from anywhere – the product, vivid metaphors, other categories, ethnographic cross pollination etc. I aim to bring a similar Imaginative approach to all assignments I handle Implementation: where the rubber meets the road Branding/ Advertising is the business of creative ideas. Stock broking is in the business of investment ideas. But to make these ideas come to life needs conviction. The conviction to sell the idea and the conviction to execute the idea with pig headed determination. It is at the alter of Implementation that many great ideas falter. The reason why I put most emphasis on the Implementation of an initiative. Rolling up sleeves and getting hands dirty in the process of making ideas come alive. It’s a process I had inculcated both as an advertising Brand Planner and also as a CMO. When it comes to Implementation; I believe in being an ‘executing consultant’ So there you have it. A model for clients that hopefully would add value to their customer, employee, partner and shareholder branding and marketing efforts

"LE LO BEES. HAR MAAL BEES. BEES BEES BEES..."

If you walk down the street markets ; you will often find vendors selling products with delicious pricing. You are enticed to buy these products whether you need them or not. Motilal Oswal provides customised advisory across products on its app and thats what this communication aims to present in a entertaining way

THINK HOME LOANS....

The affordable home loan space is one of the most exciting consumer finance spaces to be in. With the governments focus on housing for all ( through PMAY etc) and aspirations of the lower/mid segment to also own a home of their own; there is a latent market waiting to be tapped.

However, the affordable home loan space also has it's challenges. Be it the challenge of underwriting, the informal nature of the income of the customer or even the dispersion of the audience across various geographies in Tier 2, Tier 3 towns and rural.

While Motilal Oswal has a strong history in capital markets ; when it comes to home loans we are a new player. The audience we are addressing would not know much about us. At the same time a home ( and home loan) would probably be the largest amount of money spent by the low income segment(even more than weddings; perhaps) in their lifetimes. So they need to TRUST the home loan company to give them a hassle free experience.

To create this halo of TRUST; Motilal Oswal Home Loans decided to use the credibility of the mother brand. Hence the proposition:

Motilal Oswal Financial Services has been in existence for over 30 years earning the trust of over 2.5 million customers across 4000+ outlets in 500+ cities.  We use this experience  to ensure you get your home loan in a hassle free way

The creative idea for the campaign is based on the insight that in todays India ; everyone dreams of a better life. However for the lower income segments ; the harsh realities of life most often bring these dreams crashing down (somewhat like Mungeri Lal in the yesteryear serial Mungeri Lal ke Haseen Sapne). With MOHFs hassle free home loan process; the dream of a home of their own can come to fruition.

The campaign consists of DVCs showing people from different regions/ walks of life in the lower income demography. It is supported by digital and outdoor as well.

Have a look

Here is some initial feedback on the campaign

Motilal Oswal Home Finance launches maiden campaign with 4 films

Motilal Oswal shares relatable daydreaming instances in new campaign       : The Economic Times Brand Equity

MOTILAL OSWAL HOME FINANCE LAUNCHES ITS MAIDEN BRAND CAMPAIGN WITH SERIES OF 4 FILMS : Pitch

Motilal Oswal Home Finance Launches its maiden Brand Campaign with series of 4 films : Media Infoline

NO FIKAR

 

As a  value added broker, the aim of Motilal Oswal Financial Services is to make the MO Investing app the wealth manager for the retail investor and hence provide them advise on investing in a wide range of investment products like equity, mutual funds, commodities, currency, insurance, structured products etc.

To promote this proposition we created the 'No Fikar' campaign. The campaign is based on the insight that at various stages, life presents you monetary challenges that are unexpected. These unexpected challenges can lead to stress. On the Motilal Oswal Investor App you can use Motilal Oswal’s investment advice across a wide variety of products to help you plan for any monetary challenges life throws at you. This helps you live life tension free. 

The ad campaign has a humorous tone that depicts different financial challenges a person can go through and offers an investing solution for each of them

Media Feedback

ET Brand Equity: 

ET BRAND EQUITY : Motilal Oswal captures financial challenges of life in latest campaign

MEDIA INFOLINE Motilal Oswal Mobile App Campaign “Live Life with No Fikr”

BUSINESS FORTNIGHTLY Motilal Oswal Mobile App Campaign: “Live Life with No Fikr”

SOLVING A DILEMMA : TAX BACHAO . WEALTH BADHAO

Long Term Equity Finds i.e ELSS funds are typically marketed as a tax saving instrument. What is not widely known is that the 3 year lock in period of an ELSS actually forces you to stay invested in equity over the long term; thus getting the benefit of equity appreciation as well as compounding.

Motilal Oswal Long Term Equity fund is one such ELSS fund which invests in quality stocks based on our QGLP methodology-  56.89% of large cap, 33.54% of Mid cap, and 9.56% of Small cap stocks.

This fund not only gives you tax saving of Rs 46,800 under US 60/C; the portfolio performance and 3 year holding holding period has also ensured good returns  - eg a CAGR return of 19.3% in past 3 years ( Jan 2022. Historical performance here). See product details  here 

The product hence provides a dual benefit - TAX BACHAO. WEALTH BADHAO.

The communication strategy for this proposition was based on the insight that people typically have different investments for different objectives - PPF/insurance etc for tax saving and mutual funds/ stocks etc for investment appreciation. And with the limited resources at their disposal; they are forced to choose between the two - a tough choice!

Motilal Oswal Long Term Equity fund makes the choice easy by providing both benefits in a single product.

The creative idea uses slice of life situations where people are faced with the dilemma of choice between two equally important things. The product solves this dilemma.

Have a look

Here is some of the initial feedback on the campaign

CAMPAIGN INDIA  

https://www.campaignindia.in/video/motilal-oswal-mutual-funds-pegs-itself-as-the-best-choice/475997

BRAND EQUITY 

https://brandequity.economictimes.indiatimes.com/news/advertising/motilal-oswal-promotes-its-elss-fund-in-new-campaign/89750738

EXCHANGE4MEDIA

https://www.exchange4media.com/advertising-news/motilal-oswal-launches-digital-campaign-to-promote-its-elss-fund-118634.html

From 'OH' TO 'M.O'!

 In the past 2 years, the number of new investors entering the equity markets has grown by leaps and bounds.

The bulk of these investors are new to market and adopting the Do It Yourself ( D.I.Y) approach and investing primarily through mobile apps. This approach is fraught with risks as when you are new to the markets; you need all the advise you can get to select the right stocks and navigate volatility.

In the equity broking space there are two kinds of models. 

1. Discount brokers offer cheap broking rates and a transaction platform to customers . 

2. Value added brokers that charge slightly higher broking rates  but provide a slew of value added features in terms of news, research, education, advise etc to help D.I.Y investors start investing right.

As a value added broker ; Motilal Oswal offers a unique advise based broking experience. This includes an equity advisor and unique digital advisory tools. This unique proposition has been communicated through our earlier campaigns 

To focus on some of the unique advisory features available on the Motilal Oswal Investor app; we have created a series of films focusing on each advisory feature available on the MO Investor app that will help newbies invest right.

Using a slice of life creative approach, the films demonstrate the individual feature in an easy to understand way. Objective is to get viewers to download the MO Investor app

The campaign is primarily on digital mediums and started in Jan 2022.

Have a look 

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