Friday, May 27, 2022
"LE LO BEES. HAR MAAL BEES. BEES BEES BEES..."
Thursday, March 24, 2022
THINK HOME LOANS....
The affordable home loan space is one of the most exciting consumer finance spaces to be in. With the governments focus on housing for all ( through PMAY etc) and aspirations of the lower/mid segment to also own a home of their own; there is a latent market waiting to be tapped.
However, the affordable home loan space also has it's challenges. Be it the challenge of underwriting, the informal nature of the income of the customer or even the dispersion of the audience across various geographies in Tier 2, Tier 3 towns and rural.
While Motilal Oswal has a strong history in capital markets ; when it comes to home loans we are a new player. The audience we are addressing would not know much about us. At the same time a home ( and home loan) would probably be the largest amount of money spent by the low income segment(even more than weddings; perhaps) in their lifetimes. So they need to TRUST the home loan company to give them a hassle free experience.
To create this halo of TRUST; Motilal Oswal Home Loans decided to use the credibility of the mother brand. Hence the proposition:
Motilal Oswal Financial Services has been in existence for over 30 years earning the trust of over 2.5 million customers across 4000+ outlets in 500+ cities. We use this experience to ensure you get your home loan in a hassle free way
The creative idea for the campaign is based on the insight that in todays India ; everyone dreams of a better life. However for the lower income segments ; the harsh realities of life most often bring these dreams crashing down (somewhat like Mungeri Lal in the yesteryear serial Mungeri Lal ke Haseen Sapne). With MOHFs hassle free home loan process; the dream of a home of their own can come to fruition.
The campaign consists of DVCs showing people from different regions/ walks of life in the lower income demography. It is supported by digital and outdoor as well.
Have a look
Tuesday, March 22, 2022
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
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ET BRAND EQUITY : Motilal
Oswal captures financial challenges of life in latest campaign |
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MEDIA INFOLINE Motilal
Oswal Mobile App Campaign “Live Life with No Fikr” |
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BUSINESS FORTNIGHTLY Motilal
Oswal Mobile App Campaign: “Live Life with No Fikr” |
Tuesday, February 22, 2022
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
EXCHANGE4MEDIA
Wednesday, February 16, 2022
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
Friday, April 16, 2021
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 :
The Economic Times Brand Equity :
Pitch Magazine
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/
Friday, March 5, 2021
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.
