RUNNING WITH THE BULLS

 The past 3 years, stock markets have delivered steller returns . This has lead to millions of new/first time investors joining the markets to enjoy ride. Most of these are DIY investors using discount broking platforms. However there is an important criterion they may have overlooked - stock markets are cyclical. They have their ups and downs. When the going is good, stock markets can thrill. But when things turn challenging and volatile; stock markets can also kill!

As Warren Buffet once said : “Only when the tide goes out do you learn who has been swimming naked.”

Motilal Oswal has been a broking form in the Indian stock markets for over 30 years. It has seen the ups and downs of the markets and knows how to navigate them. They provide this expertise in the form of equity investing advice that is most relevant to newbie investors to help them make the most of stock markets - during ups and downs

Using this insight; Motilal Oswal Financial has come out with a campaign urging investors to use MOFSLs solid advice. The creative idea uses the metaphor of the famous 'running with the bulls' event of Pamplona where people from all walks of life want to experience the unique event with consequences that are sometimes exciting and sometimes tragic. The bull ; as you would know; is a metaphor for the stock markets. Hence aptly landing on the proposition : 'Stock markets can thrill. Stock markets can also kill' Make the most of the market ride; with MOFSLs solid advice by your side.

The film uses actual footage ( purchased with broadcast rights) of the Pamplona event to execute the proposition in an authentic and cost effective way.

Have a look.

BULLISH FOREVER

Since its inception; Motilal Oswal Financial Services as a brand and business has believed in the power of equity .

A simple topical film to reiterate the point; especially with the NIFTY @20000. Executed inhouse using stock footage

KAB AAYEGA GANESH?

 Ganesh Grains is a brand of various forms of grains- atta maida, suji, besan, sattu etc - available primarily in West Bengal and other parts of the East . The brand has been synonymous with quality since 1937. 

The brand wanted to extend its range to spices as well ( whole and ground). The spices market in the East is dominated by Sunrise ( an ITC Brand), Cookme, Emami and other national players like MDH etc.

In spices; there are two major category motivators- freshness and purity. By virtue of its unique ColorSorter technology, Ganesh Spices are able to provide the purest spices. We decided to use this as a differentiator

However at the initial stage , the brand needed to introduce the fact that it was entering spices in an engaging way. 

We hence arrived a simple communication idea that integrated the brand name in the idea itself. To furthur accentuate this we used a popular Bengali actor - Anirban Bhattacharya- to deliver the brand message.

The film consisted of a series of sequences where groups find only the roti/rice/etc on their table. They wonder - " where's the mutton/fish/subzi"! etc. That's when Anirban comes in different avtaars to answer- 'Only when Ganesh will come'

This leads them to think that Ganesh the person would be getting the balance  food; thus creating a wave of expectations - 'Kab aayega Ganesh'?!!!

Anirban then reveals that Ganesh is actually the spice whose purity makes their food taste teh way it should.

The film was conceived and shot in Bengali. Here's the render.

In addition; the campaign has also been supported on outdoor, print, point of sale, social & digital media

CREDITS

Creative Agency : Blue Stockings, kOLKATTA

Production     : SVF Films, Kolkatta

Media : Group M / Digital Refresh ; Kolkatta

Ganesh Grains Team : Mr Manish Mimani, Angshuman Ghosh

Marketing Consultant : The Sweet Spot

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