NO FIKAR

 

As a  value added broker, the aim of Motilal Oswal Financial Services is to make the MO Investing app the wealth manager for the retail investor and hence provide them advise on investing in a wide range of investment products like equity, mutual funds, commodities, currency, insurance, structured products etc.

To promote this proposition we created the 'No Fikar' campaign. The campaign is based on the insight that at various stages, life presents you monetary challenges that are unexpected. These unexpected challenges can lead to stress. On the Motilal Oswal Investor App you can use Motilal Oswal’s investment advice across a wide variety of products to help you plan for any monetary challenges life throws at you. This helps you live life tension free. 

The ad campaign has a humorous tone that depicts different financial challenges a person can go through and offers an investing solution for each of them

Media Feedback

ET Brand Equity: 

ET BRAND EQUITY : Motilal Oswal captures financial challenges of life in latest campaign

MEDIA INFOLINE Motilal Oswal Mobile App Campaign “Live Life with No Fikr”

BUSINESS FORTNIGHTLY Motilal Oswal Mobile App Campaign: “Live Life with No Fikr”

SOLVING A DILEMMA : TAX BACHAO . WEALTH BADHAO

Long Term Equity Finds i.e ELSS funds are typically marketed as a tax saving instrument. What is not widely known is that the 3 year lock in period of an ELSS actually forces you to stay invested in equity over the long term; thus getting the benefit of equity appreciation as well as compounding.

Motilal Oswal Long Term Equity fund is one such ELSS fund which invests in quality stocks based on our QGLP methodology-  56.89% of large cap, 33.54% of Mid cap, and 9.56% of Small cap stocks.

This fund not only gives you tax saving of Rs 46,800 under US 60/C; the portfolio performance and 3 year holding holding period has also ensured good returns  - eg a CAGR return of 19.3% in past 3 years ( Jan 2022. Historical performance here). See product details  here 

The product hence provides a dual benefit - TAX BACHAO. WEALTH BADHAO.

The communication strategy for this proposition was based on the insight that people typically have different investments for different objectives - PPF/insurance etc for tax saving and mutual funds/ stocks etc for investment appreciation. And with the limited resources at their disposal; they are forced to choose between the two - a tough choice!

Motilal Oswal Long Term Equity fund makes the choice easy by providing both benefits in a single product.

The creative idea uses slice of life situations where people are faced with the dilemma of choice between two equally important things. The product solves this dilemma.

Have a look

Here is some of the initial feedback on the campaign

CAMPAIGN INDIA  

https://www.campaignindia.in/video/motilal-oswal-mutual-funds-pegs-itself-as-the-best-choice/475997

BRAND EQUITY 

https://brandequity.economictimes.indiatimes.com/news/advertising/motilal-oswal-promotes-its-elss-fund-in-new-campaign/89750738

EXCHANGE4MEDIA

https://www.exchange4media.com/advertising-news/motilal-oswal-launches-digital-campaign-to-promote-its-elss-fund-118634.html

From 'OH' TO 'M.O'!

 In the past 2 years, the number of new investors entering the equity markets has grown by leaps and bounds.

The bulk of these investors are new to market and adopting the Do It Yourself ( D.I.Y) approach and investing primarily through mobile apps. This approach is fraught with risks as when you are new to the markets; you need all the advise you can get to select the right stocks and navigate volatility.

In the equity broking space there are two kinds of models. 

1. Discount brokers offer cheap broking rates and a transaction platform to customers . 

2. Value added brokers that charge slightly higher broking rates  but provide a slew of value added features in terms of news, research, education, advise etc to help D.I.Y investors start investing right.

As a value added broker ; Motilal Oswal offers a unique advise based broking experience. This includes an equity advisor and unique digital advisory tools. This unique proposition has been communicated through our earlier campaigns 

To focus on some of the unique advisory features available on the Motilal Oswal Investor app; we have created a series of films focusing on each advisory feature available on the MO Investor app that will help newbies invest right.

Using a slice of life creative approach, the films demonstrate the individual feature in an easy to understand way. Objective is to get viewers to download the MO Investor app

The campaign is primarily on digital mediums and started in Jan 2022.

Have a look 

SOLID INVESTING ADVICE  

PRE-PACKAGED ADVISORY BASKETS

PORTFOLIO RESTRUCTURING

BUZZING STOCK UPDATES

CUSTOMISED MARKET NEWS

STOCK MARKET LEARNING VIDEOS

 

Point of Market Entry & the need for advice

 

In the past 1-year, equity markets in India have seen more than 14 million new investor accounts and counting. The bulk of these being first time/ new to market investors. 

Working from home and buoyed by the ease of transacting; many of these investors are tempted to invest the D.I.Y way. However; when just starting out, they may not have the experience or expertise to research and gauge stocks. Motilal Oswal’s 30+ years equity investing expertise offers a unique PHYGITAL Broking that combines expert advisory through Relationship Managers with Digital Advisory Tools to help new to market investors start investing the right way. This unique advisory experience is available through the phone as well as on the investing app.

To showcase this proposition; the campaign shows a series of people trying to accomplish tasks like swimming, gymming , fixing taps, cutting hair etc  for the first time on their own; without adequate knowledge and experience.  This leads to disastrous consequences. Things work out only once they take the help of an expert/advisor to get them started.

Have a look at the campaign 

 Social Media

https://www.instagram.com/p/COIuDb1rJRn/

https://www.instagram.com/p/CODikgnL0Ak/

https://www.instagram.com/p/CN-PbSRLOCR/

https://www.instagram.com/p/CN2ihTZrAol/

Some initial feedback on the campaign in media

Campaign India Magazine : 

https://www.campaignindia.in/video/motilal-oswal-cautions-newbie-investors-against-diy-investing-disasters/469168

The Economic Times Brand Equity : 

https://brandequity.economictimes.indiatimes.com/news/advertising/motilal-oswal-targets-novice-investors-with-new-campaign/82143421

Pitch Magazine 

http://www.pitchonnet.com/blog/2021/04/19/motilal-oswal-launches-new-campaign-targeting-new-to-market-investors/

Media Infoline

https://www.mediainfoline.com/brand/mofsl-launches-phygital-to-help-the-first-time-investor

MXM India

https://www.mxmindia.com/2021/04/motilal-oswal-launches-new-campaign/

D.I.Y Disasters

With the recent boom in the stockmarket and lockdown induced free bandwidth; many first timers have entered the equity investing market.

Buoyed by markets reaching all time highs and discount broking platforms; new customer additions are increasing day by day. Most of these customers are using D.I.Y platforms to trade. While this is fine for knowledgable and experienced investors; newbies doing D.I.Y maybe injurious to wealth in the long term. Hence it is important for them to get the right advice so that they are able to create wealth - in the immediate AND long term.

Motilal Oswal has spent over 30 years in the markets and has evolved an advise based broking service for investors. This is especially important for those who are just starting out. 

To address this audience ; we have come out with a campaign targeted to newbie investors explaining to them the pitfalls of D.I.Y without learning and presenting MOFSLs advisory - available in the form of digital advisory tools as well as a relationship manager who customers can talk to.

Titled 'D.I.Y Disasters'; the creative idea uses the metaphor of many everyday tasks that you cannot do without sound learning and advise or the help of an expert

Have a look. 

SKIN IN THE GAME

When it comes to investing ; Trust is paramount. 

In normal products quality can be gauged upfront or on immediate use. In an investing product however, while past performance helps you decide to some extent; it is not the absolute barometer . You are handing over your savings in the hope that the brand is able to deliver in the future. This bet on future performance is typically based on which brand you trust to grow your money. This is especially relevant in equity investing where recent market volatility and mutual fund performance has got investors to re-evaluate their "Trustmarks"

In the past, Motilal Oswal Mutual Fund has based its messaging on differentiated reasons to become a such a trustmark

We are focused on equity investing and have been doing so for 30+ years. In that sense we specialise in equity. You would typically trust a specialist more than a generalist. We have been communicating this message in the past (see the campaign here). 

We also have a well documented equity investing philosophy which we follow across all our equity funds. This philosophy can be summarised in 4 words - 'Buy Right. Sit Tight'. We Buy Right using a QGLP investing process and Sit Tight by having the patience to hold onto stocks through the growth cycle; including periods of volatility. This focus on process and its implementation has also helped build trust (See the campaign here)

Our latest campaign tries to furthur emphasise the reason why investors can trust us to grow money. The key insight used here is that when it comes to trust; actions speak louder than words. 

Ever since the inception of the AMC ; MOFSL promoters personal investments as well as the company's money (treasury funds) have been invested in our own equity funds. So much so that the company and its promoters are the largest investors in the company's equity funds.

We  continue to stay invested in our funds ; be it market highs or recent lows.   

This 'skin in the game' proposition helps demonstrate the conviction that the brand has in its product and a reason why investors should trust the brand. This 'reason to trust' forms the basis of our latest campaign.

The creative idea is inspired by signs we see across various food outlets. To instill confidence and trust, many restaurants put up a sign - "The owner of this restaurant also eats here". This acts as a testament to the conviction the owner has of quality and hygiene of the food served. 

Here is one such example.

We used this observation as the basis of the creative idea to demonstrate the conviction that the brand has in its own product. 

Overlaying the now popular tone and manner and signature brand music of the Motilal Oswal films; the campaign would be promoted on business news channels, digital and social media. Have a look at the TVC below

To summarise; at Motilal Oswal we put our money where our mouth is. Coincidentally (and totally unintentionally); the campaign also connects "mouth" (food) with money (investing) :)

SOME INITIAL FEEDBACK ON THE CAMPAIGN

• "When it comes to trust, action speak louder than words" : Read what The Economic Times Brand Equity has to say about the campaign here
• Storyboard : See what CNBCTV18 has to say about the campaign here  and here
• "Invest in the fund owners invest in": See what Campaign India has to say about the TVC here
• Work that Speaks : Read what The Financial Express has to say about the campaign here
• "Mullen Lintas curates new TVC for Motilal Oswal" :Read what www.exchange4media.com has to say about the campaign here
• Read what AdGully has to say about the campaign here 
• Read what www.medianews4u.com has to say about the campaign here
• Read what www.tvwnewsindia.com has to say about the campaign here

#equity #skininthegame #eatwhatyoucook #trust #motilaloswal

SIP ka SHUBHARAMBH

We have continuously been educating investors on the benefits of SIP. Here are some of our previous efforts

https://bcwithrc.blogspot.com/2016/12/small-is-powerful.html

https://bcwithrc.blogspot.com/2017/07/annual-sip-new-way-to-encourage-long.html

The lockdown presented an opportunity to present the advantages of S.I. P in a more contextual way given lower stock valuations as well market volatility. While SIP offers the benefits of long term averaging, if you start your SIP at lower prices, you start with an advantage of lower NAVs of your investments. Hence we presented the time of market crash in April 2020 as a good time to start a SIP and get not just good immediate attractive valuations due to lower stock prices; but also the benefits of price avaraging through long term regular investments. You could also combine this averaging with immediate lumpsum accumulation at attractive valuations.

The campaign was executed completely digitally and completely in-house while working from home during lockdown