OUR PROCESS. YOUR SUCCESS.

Motilal Oswal Mutual fund launched in mid 2015 with a range of active-passive and passive ETFs. As ETFs at that time were a new and nascent category; the business decided to move into traditional active funds. However; since the brand was a late entrant into a category with many established brands ( many with bank lineage) it had to act as a quintessential 'challenger brand' to differentiate itself.

The brand rewrote the category communication codes through various points of differentiation 

1. The funds had an enviable track record with consistent outperformance across the various funds. Hence a competitive campaign asking consumers  - Sirf ek sawaal. Why not Motilal Oswal? ( Agency Cartwheel) See the ads here, here and here.

2. While other funds had debt, commodities, equity, etc etc; Motilal Oswal Mutual Funds were  unique  due to their FOCUS only on equity funds. An asset class the group had been mastering for over 30 years. Hence if you were thinking about equity; you should consider the expert ( Agency Mullen Lintas). See the ad here

3. The investment team at the fund house ; lead by Raamdeo Agrawal; had created a unique investing PROCESS (QGLP) to identify stocks and had the patience to hold onto them through their growth cycle. This process was articulated in the tagline - BUY RIGHT. SIT TIGHT (created inhouse) and was practiced across all the Motilal Oswal Mutual Fund active portfolios. See the ad here ( Agency Mullen Lintas)

4. The fund house truly believed in its investing philosophy. So much so that the promoters as well as fund house were the largest investors in their own fund ; hence providing conviction and a reason to trust. See the ad here ( 'Owner eats here' idea developed by inhouse, advertising film developed by Mullen Lintas)

The above campaigns met with much success and also helped MOAMC garner assets of Rs 55,000cr + by 2023.

The brand was now in the market for almost a decade. It was time to move from being a challenger to being a mainstream brand. The investing process had also undergone a few tweaks i.e while QGLP was the bedrock of the investing process; there was a greater focus on Hi-Quality and Hi-Growth in portfolio construction. Motilal Oswal believes this focus  on PROCESS we believe would lead to investing SUCCESS for investors

The advertising idea ( developed in-house) showed people managing two things with expertise to co-relate to benefiting from Hi-Quality & Hi Growth portfolios. 

Motilal Oswal brand assets developed over the past 5 years were also used ( jingle, look n feel etc)  for continuity and memorability. Footage was sourced from online sites rather than shooting ( for time, cost and logistical efficiencies).

Have a look at the campaign below

TV

TV Ashton Bands

OUTDOOR

PRINT

EXTENDING THE CORE BRAND IDEA INTO PRODUCT MARKETING

RESULTS

The Brand Campaign  had a good recall among both mutual fund investors ( 63% , n 1704) and distributors ( 61%, n 139). However more importantly as the campaign was a precursor to two important NFOs ( MOAMCs first in 7 years); the halo effect it would have in terms of granering AUM was an important parameter for success.

With extremely limited budgets; the Motilal Oswal Small Cap Fund NFO used the brand idea and garnered the highest ever category NFO collection of Rs 1350cr Even the follow up Large Cap NFO managed to garner Rs 604cr . MOAMC AUM increased to Rs 65000cr + as of Dec 2023.

RUNNING WITH THE BULLS

 The past 3 years, stock markets have delivered steller returns . This has lead to millions of new/first time investors joining the markets to enjoy ride. Most of these are DIY investors using discount broking platforms. However there is an important criterion they may have overlooked - stock markets are cyclical. They have their ups and downs. When the going is good, stock markets can thrill. But when things turn challenging and volatile; stock markets can also kill!

As Warren Buffet once said : “Only when the tide goes out do you learn who has been swimming naked.”

Motilal Oswal has been a broking form in the Indian stock markets for over 30 years. It has seen the ups and downs of the markets and knows how to navigate them. They provide this expertise in the form of equity investing advice that is most relevant to newbie investors to help them make the most of stock markets - during ups and downs

Using this insight; Motilal Oswal Financial has come out with a campaign urging investors to use MOFSLs solid advice. The creative idea uses the metaphor of the famous 'running with the bulls' event of Pamplona where people from all walks of life want to experience the unique event with consequences that are sometimes exciting and sometimes tragic. The bull ; as you would know; is a metaphor for the stock markets. Hence aptly landing on the proposition : 'Stock markets can thrill. Stock markets can also kill' Make the most of the market ride; with MOFSLs solid advice by your side.

The film uses actual footage ( purchased with broadcast rights) of the Pamplona event to execute the proposition in an authentic and cost effective way.

Have a look.

BULLISH FOREVER

Since its inception; Motilal Oswal Financial Services as a brand and business has believed in the power of equity .

A simple topical film to reiterate the point; especially with the NIFTY @20000. Executed inhouse using stock footage

KAB AAYEGA GANESH?

 Ganesh Grains is a brand of various forms of grains- atta maida, suji, besan, sattu etc - available primarily in West Bengal and other parts of the East . The brand has been synonymous with quality since 1937. 

The brand wanted to extend its range to spices as well ( whole and ground). The spices market in the East is dominated by Sunrise ( an ITC Brand), Cookme, Emami and other national players like MDH etc.

In spices; there are two major category motivators- freshness and purity. By virtue of its unique ColorSorter technology, Ganesh Spices are able to provide the purest spices. We decided to use this as a differentiator

However at the initial stage , the brand needed to introduce the fact that it was entering spices in an engaging way. 

We hence arrived a simple communication idea that integrated the brand name in the idea itself. To furthur accentuate this we used a popular Bengali actor - Anirban Bhattacharya- to deliver the brand message.

The film consisted of a series of sequences where groups find only the roti/rice/etc on their table. They wonder - " where's the mutton/fish/subzi"! etc. That's when Anirban comes in different avtaars to answer- 'Only when Ganesh will come'

This leads them to think that Ganesh the person would be getting the balance  food; thus creating a wave of expectations - 'Kab aayega Ganesh'?!!!

Anirban then reveals that Ganesh is actually the spice whose purity makes their food taste teh way it should.

The film was conceived and shot in Bengali. Here's the render.

In addition; the campaign has also been supported on outdoor, print, point of sale, social & digital media

CREDITS

Creative Agency : Blue Stockings, kOLKATTA

Production     : SVF Films, Kolkatta

Media : Group M / Digital Refresh ; Kolkatta

Ganesh Grains Team : Mr Manish Mimani, Angshuman Ghosh

Marketing Consultant : The Sweet Spot

MAKE YOUR MONEY WORK HARD. SO YOU DON'T NEED TO

 Stress, long hours, pressure etc...In our everyday lives we work hard for our money. But is our hard earned money working as hard as us? Average investors end up investing their hard earned money in lazy investments. Or worse still in tips and on hearsay. In effect your hard earned money; one that you have spent sleepless nights to earn; is actually sleeping!

Motilal Oswal's equity expertise based on 30+ years; provides you the advise to make your money work hard. So that you don't need to.

Here's the film

Different strokes for different folks

 With recent increase in awareness in terms of long term investing; everyone is looking to invest their money. However; while everyone wants to invest; they each have a different understanding of investing and needs from the same.

Index Funds offer investors the benefits of simplification ( buying the index), value for money ( low cost as no fund manager fees) , long term wealth creation and a variety of options to satisfy every  need.  Motilal Oswal Index Funds have the widest such range in India straddling large cap, small caps, mid caps, factors, international equity, multi asset funds, debt, commodities etc etc.

To leverage this range; MOAMC has created a campaign promoting 'India's widest range of Index Funds' thus providing a customised investing product for every kind of investor.

The campaign is on digital media, business news TV and also print for quick awareness building