EMPLOYER BRANDING

When all brand initiatives work in synergy it helps build synergy

Given an organisations overall need for hiring and retaining top class talent; it is imperative to create an employer brand that can go across all touchpoints ie website, linkedin, social media, alumni network etc. But more importantly if the employer brand idea build on the corporate brand idea; the effect is exponential

Our corporate brand positioning is on ‘knowledge’( Knowledge First) and employee need is one for ‘growth’

Hence we arrived at an employer brand proposition that ladders from the corporate brand and its qualities to what it means for an employee and hence an employer brand

The idea we came up with is  ‘Know More. Grow More’

These 4 words encapsulate the proposition in a crisp way that could also become verbal currency

To make the proposition come alive we created cases/testimonials of people/situations around the theme. These were along the lines of

1.      1.  Enhancing knowledge through training
2.       Entrepreneurial culture
3.       Growing from entry level to senior management
4.       Exposure to wide range of businesses/business functions
5.       Exposure to enhanced knowledge due to our focus on research
6.       Growth as an individual due to the culture of integrity

IIn an organisation like Motilal Oswal Financial Services, knowledge is in the DNA. It was hence quite easy to find many examples of growth through knowledge ie 'Know More. Grow More'

3I FRAMEWORK: INSIGHT + INNOVATION = IDEA

OCCASION BASED SOCIAL MEDIA FOR BRAND CONNECT

It is difficult for financial brands to find opportunities to connect on social media. After all its not a 'visual ' category ( intangible product), often complex and investing is not something that is of much interest to people in a casual social media environment.
However; what people do relate to and interact with are occasions that they can celebrate and wish friends on social media.
MOAMC used these occasions and connected it to its core product ( mutual fund) to create a bridge between the brand, the occasion and the medium. Use of the cartoon 'Bull'( an investing icon) in various forms added an element of visual interest as well as continuity to the campaign across various occasions.
Here are some examples

INTERNATIONAL YOGA DAY

DIWALI

OLYMPICS

NEW YEAR RESOLUTIONS

CHRISTMAS/ NEW YEAR

THE LISTRINE MOMENT : TAKING ELSS SCHEMES OUT OF CATEGORY WALLPAPER

ELSS or Equity Linked Savings Schemes are a hot product in the JFM quarter. That's because while these mutual fund schemes lock in your investments ; they are able to help you save tax under 80CC of the Income Tax Act.
This functional and generic benefit of the product is what the complete category has focused its marketing pitch on. From fund name to fund communication; the focus has been on growth + tax saving

https://www.youtube.com/watch?v=dGAzFI0HRK4
https://www.youtube.com/watch?v=zAMd5kl1drA

Motilal Oswal AMC attempts to treat ELSS Fund marketing differently.

The fund has a unique philosophy - 'Buy Right. Sit Tight'. While Buying the Right stocks in the fund portfolio is the purview of the AMC, the onus of holding on or 'Sitting Tight' is on the investor. It is a well known fact that in equity investing, having the patience to hold on to your investments is what helps create wealth. However while we all know that 'patience' is a virtue ; human emotions seldom let us practice( and profit from) the power of patience.

The one so called 'negative' of an ELSS fund is the fact that it locks in your investment for atleast 3 years. While this can be seen as a negative, in the context of our fund philosophy it can actually be turned into a positive.

A similar case had been done by Listrine antiseptic many years back . Listrine being an antiseptic had a strong aftertaste. This perceived negative was actually turned around in communication into being seen as a positive i.e  a sign of efficacy( remember the 'Taste you hate, twice a day' campaign?).

Similarly, a ELSS fund locks in your investment , the very act of which actually prevents you from cashing out in times of volatility and hence practice patience.

While MOAMC will 'Buy Right'; the intrinsic 'lock in' nature of an ELSS fund makes you sit tight, thus helping you reap the benefits of patience. The tax benefit is just an added extra. In a sense the campaign aims to appropriate the unsaid yet powerful benefit of an ELSS - it helps you Practice what we Preach.

Here's the communication