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.