Think Wealth Creation. Think Motilal Oswal

Since 2017 , Motilal Oswal has carried the brand proposition around equity expertise with the tagline       

 " Think Equity. Think Motilal Oswal"

Over the past 9 years the company and the brand has grown by leaps and bounds ; in terms of the size of its business as well as the products and services it offers.

Hence in 2026 , the brand has decided to refresh its proposition to reflect its increased area of operations and brand stature. 

The strategic direction was to look at a 'top down' brand proposition that could encompass the whole group.

PROPOSITION

Motilal Oswal is an investing brand. Its customers across its areas of operations essentially come to Motilal Oswal for long term growth of their money; i.e for 'compounding'. Rather than a product  eg 'equity investing'; the brand proposition decided to focus on a benefit i.e compounding of money as a brand proposition.

As compounding is a word that not every investor understands; the communication task was to create a simple and concise articulation of the same. 

Since its inception; Motilal Oswal has been focused on a single promise to its various stakeholders - Wealth Creation. Be it the core purpose of the group ( 'enabling wealth creation for all customers'), its various studies on wealth creation ( over the past 30+ years) , wealth creation thoughts or even the promise of its individual business units; wealth creation is a relevant proposition that not only is intrinsic to Motilal Oswal; it also a well understood term that signifies compounding.

In various consumer research; it was also noticed that a powerful brand asset was the 'Think' aspect of the brands 'Think Equity. Think Motilal Oswal' tagline that made a proposition unique to the brand. It was hence decided to fuse this brand asset with the refreshed brand benefit of 'wealth creation' to arrive at the brand propositon -      THINK WEALTH CREATION ( THINK MOTILAL OSWAL)

FIRST STEP - REFRESHED BRAND IDENTITY

The Motilal Oswal brand had undergone a comprehensive identity change just a year back. To reflect the new brand proposition; rather than change the identity completely; the brand decided to build on the same in the following ways

• Based on the insight that in financial services people buy into the brand as a means of consideration rather than individual SBUs; it was decided to create a single brand logo rather than individual descriptor based logos for each business
• Integrate the brand tagline as part of the logo
• Introduce an additional visual element in the logo . This element ( orange arrow) could signify various things - growth in portfolios, direction given to investments, etc etc
• Ensure this single logo identity is used by all business units/ brands. The specific product /business to be highlighted as a descriptor

MAKING THE BRAND PROPOSITION COME ALIVE

The creative approach to make the proposition of 'Think Wealth Creation' come alive was based on a simple , relatable and extendable idea.

Every journey has a destination. When you want to make wealth creation the destination of your investing journey; think of Motilal Oswal.

 

The films consist of a series of journeys in life that people take - some directly related to wealth, some metaphorical, some quirky. All these journeys culminate in a destination. This message then lands on the brand message of partnering with Motilal Oswal ; a brand focused on wealth creation since 1987; for their wealth creation journeys

Here are some of the films

In addition to the video ads; the campaign is also supported by print ads and activation in terms of knowledge IPs ( 'Think Wealth Creation' Study , 'Wealth Creation Thoughts' booklet, digital content ( Journeys of Wealth Creation) and many other initiatives.