MAKE YOUR MONEY WORK HARD. SO YOU DON'T NEED TO

 Stress, long hours, pressure etc...In our everyday lives we work hard for our money. But is our hard earned money working as hard as us? Average investors end up investing their hard earned money in lazy investments. Or worse still in tips and on hearsay. In effect your hard earned money; one that you have spent sleepless nights to earn; is actually sleeping!

Motilal Oswal's equity expertise based on 30+ years; provides you the advise to make your money work hard. So that you don't need to.

Here's the film

Different strokes for different folks

 With recent increase in awareness in terms of long term investing; everyone is looking to invest their money. However; while everyone wants to invest; they each have a different understanding of investing and needs from the same.

Index Funds offer investors the benefits of simplification ( buying the index), value for money ( low cost as no fund manager fees) , long term wealth creation and a variety of options to satisfy every  need.  Motilal Oswal Index Funds have the widest such range in India straddling large cap, small caps, mid caps, factors, international equity, multi asset funds, debt, commodities etc etc.

To leverage this range; MOAMC has created a campaign promoting 'India's widest range of Index Funds' thus providing a customised investing product for every kind of investor.

The campaign is on digital media, business news TV and also print for quick awareness building

CLARIFICATION ON SOME TV ADS SHOWN ON THIS PAGE

As per the request given by the team at MLL;  putting down  the following for the enclosed  ads.  This is to clearly tag the creative work done as theirs. Have acknowledged their work on other forums like LinkedIn as well as Social Media and awards etc; but as they also insist it is put on this blog for clarity; doing the needful.

While the strategy and expenses for  the TV ads over here  have been incurred by MOFSL and MOFSL owns the rights to the same; the idea and creatives have come from MLL; for which they have been duly compensated

Namely 

Focus 1 & Focus 2 : Brief/ Tagline by by MOFSL and Creative by Mullen Lowe Lintas

Buy Right Sit Tight : Brief and tagline by MOFSL and film idea and execution by Mullen Lowe Lintas

Poor Quality Hurts : Brief by MOFSL and creative by Mullen Lowe Lintas

Skin In the Game : Strategy and 'Owner Eats Here' idea by MOFSL. Script and execution by Mullen Lowe Lintas

Mobile App : Brief by MOFSL, script , idea and execution by Mullen Lowe Lintas

Incase any of the other agencies whose ads are shown on this blog need credits; please see the relevant page and let me know and will do the needful

EXPERIENCE BUILDS EXPERTISE

• In 2017 ; Motilal Oswal had embarked on a brand campaign  to position itself as an equity investing expert. We took various planks to create this positioning. 

•  In 2017, with the backdrop of demonetisation; when people were looking for equity investments as an alternate asset class; we created a campaign on our FOCUS on equity. This campaign used experts doing their tasks in a surprising way - ‘ When you focus on one thing. You master it’ 

• In 2018, when the stock markets turned volatile (Volatility Index hit a high of 24.04 Vs 18 the previous year); we introduced a PROCESS that would help them navigate volatility effectively – ‘Buy Right. Sit Tight’ 

• In 2019 with retail investors burning their hands by investing in penny stocks; we came out with a campaign espousing the need to invest only in good QUALITY stocks- ‘Poor Quality Hurts’

• In 2020; with uncertainity in equity due to Covid, we re-iterated our BELIEF in equity and our products by stating that we ourselves had invested a sum of over Rs 3000 crores in our own equity funds thus demonstrating conviction and a reason to trust the brand- ‘ The owner also eats here’

•  In 2021, with stock markets buoyant again and a host of first time investors entering through direct stock investing; we created a Phygital equity ADVISORY experience so that newbie mistakes could be avoided with right advise and advisory tools – ‘DIY Disasters’ 

In 2022, MOFSL is celebrating 35 eventful years of being in equity markets. The latest iteration in the 'Think Equity. Think Motilal Oswal' series uses this time in the market as a differentiator. 

The essence of the campaign is based on the premise that expertise cannot be built overnight; it needs experience. With over 35 years of equity investing experience ; Motilal Oswal has been through the various contours and phases of the stock market. This has helped us develop the equity investing expertise for investors to profit from. 

The campaign shows people from everyday life who have developed expertise in what they do based on years of experience .

 In terms of execution; the signature Motilal Oswal audio track has been used for brand recall. Another executional first for us is the use of international talent from Japan and China that was directed remotely to give the film a unique flavour. 

Have a look below

RESEARCH BEFORE YOU INVEST; NOT AFTER

New investors are jumping headlong into the market based on tips, intuition etc. Motilal Oswal has created an a separate app Motilal Oswal Research 360- a comprehensive equity research platform offering research of all kinds to any investor . The launch idea was to demonstrate the pitfalls of investing without research using the metaphor of driving a car while blindfolded Campaign has been executed multi-media campaign combining TV, digital promotion, social media & airports

RESULTS Good initial feedback in media eg The Economic Times Brand Equity (here) , Campaign India (here) , exchange4media (here) and adgully (here) 20,000 + downloads across iOS & Android platforms in first week of launch and counting

OPTIONS mein OPTIONS

The bulk of volumes in Indian stock markets are through Options Trading. However; Options are varied and complicated. Especially for the new investors entering the markets. This does not; however; deter them from investing through Options Trading. To address the needs of these new to market investors, Motilal Oswal has created an Options Store where traders can choose from a wide range of pre-packaged Options Strategies. To launch this Options Store; Motilal Oswal came out with a campaign - 'Options mein Options'. The basic insight being that in many things in life we don't have an option and are reconciled. Thankfully in Options Trading you have the choice. Have a look at the campaign below

The launch TVC is also supported with social and digital mediums Airports

SOME INITIAL COVERAGE ON THE CAMPAIGN 1. The Economic Times BraND Equity : MOFSL unveils new campaign for Options Store 2. AdGully : Motilal Oswal Options Store 3. Media Infoline : Options Store Launched

THE SWEET SPOT: Insight. Imagination. Implementation

When a business or a brand insight is interpreted creatively and executed efficiently; it hits the sweet spot. In my 30 + years in the Branding and Marketing space ; hitting this ‘spot’ is what I have always strived for. Be it category creation in consumer electronics (Philips DVDs/TVs), high decibel Shampoo, Detergent and Telecom wars (Unilever, P&G & BPL Mobile), branding commodities (HP Gas, HP lubricants), corporate branding (Standard Chartered Marathon) or creating an investment brand (Motilal Oswal) ; hitting the sweet spot of insight, imagination and implementation has helped build brand, business and shareholder value. Despite handling large teams across various SBUs; my approach has been to be directly involved with not just the strategy but also the ideation and execution of various campaigns. Infact in my previous role as CMO, most of the marketing communication across 6 SBUs was done in-house. This has provided solutions that are not just impactful but also time efficient and cost effective. After all; isn’t that the sweet spot?

Insight: The 3 C approach To arrive at the insight, I make an attempt to understand the Category. Each category has its own dynamics, challenges & opportunities Next I try to glean insights into the Consumer. These insights are through a combination of quantitative data, qualitative research , ethnographic observations and conversations with the business teams. And thirdly; understanding the Communication landscape and how we can be relevant and differentiated. This comes from cross pollinating various category experiences to communication ideas Follow this process rigorously and Insights appear Imagination: Creative is not a department I believe that everyone has an Imagination. Hence creative ideas are not the purview of only the creative team. At my previous organization I inculcated the philosophy of everyone in the Marketing team coming up with creative ideas. Even if these ideas are tactical/topical, chances are they are business oriented and speedy in execution. For example, our primary social media and digital communication was handled fully in-house with good effect. Source of these ideas can come from anywhere – the product, vivid metaphors, other categories, ethnographic cross pollination etc. I aim to bring a similar Imaginative approach to all assignments I handle Implementation: where the rubber meets the road Branding/ Advertising is the business of creative ideas. Stock broking is in the business of investment ideas. But to make these ideas come to life needs conviction. The conviction to sell the idea and the conviction to execute the idea with pig headed determination. It is at the alter of Implementation that many great ideas falter. The reason why I put most emphasis on the Implementation of an initiative. Rolling up sleeves and getting hands dirty in the process of making ideas come alive. It’s a process I had inculcated both as an advertising Brand Planner and also as a CMO. When it comes to Implementation; I believe in being an ‘executing consultant’ So there you have it. A model for clients that hopefully would add value to their customer, employee, partner and shareholder branding and marketing efforts