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