THINK QUALITY

The latest in our series of campaigns under the 'Think Equity. Think Motilal Oswal' brand idea positioning MOFSL as an equity investing expert.

While the previous themes focused on MOFSLs equity focus and how to tackle market  volatility, this time the theme is on investing in quality stocks in your portfolio.

The message is simple yet relevant- While poor quality stocks may perform in the short term, in the long run, they are sure to hurt your equity portfolio. So invest in quality businesses over the long term and achieve your financial goals

It is important to focus on quality. Especially in pessimistic or exuberant times when one can get carried away and invest in poor quality stocks. This is sure to hurt in the long term. At MOFSL , our investment philosophy of QGLP ( Quality Growth Longevity Price) has a sharp focus on identifying quality stocks and holding onto them for the long term. This is what we are advising through this ad campaign as well”

The campaign breaks on business news TV, digital, social media as well as ambient media like airports , bus shelters etc

Have a look

https://www.youtube.com/watch?v=kM5EYb7AZow

Here is some of the initial feedback from media on the campaign

  https://www.adgully.com/choose-quality-says-motilal-oswal-in-new-campaign-88533.html

 https://www.campaignindia.in/video/motilal-oswal-emphasises-on-importance-of-investing-in-quality/454532

https://brandequity.economictimes.indiatimes.com/news/advertising/campaign-trail-heres-why-these-ads-caught-the-reviewers-attention/71367269 

https://outlookbusiness.com/ad-break/quality-first-5416

Some Recent Awards won for the Campaign

The Discount Trap Vs The Value RAP!

Airlines, hotels, equity broking....its a perennial battle. Of Price Vs Value. Motilal Oswal has been a full service broker since inception. We believe there lies an audience who value not just plain vanilla execution but research, advice, convenience and a variety of products and services and are willing to pay a small premium for this. This DVC is part of a larger campaign ( within the ambit of regulator mandated communication compliance) to address the needs of this audience. There will be a large number of customers who value price above all else. But there also is an equally large audience that value more....

KEEP THE FAITH

The last 12 months have been particularly trying for equity investing. Markets have been volatile, earnings recovery has not happened and there have been various controversaries/challenges like Nirav Modi-PNB scam, NBFC issue, IL&FS crisis and the latest DHFCL Cobrapost expose.

This uncertainity and volatility has lead to even quality funds underperforming in the past 12 months. After the euphoria of 2017 stock market run-up, this has severely dented peoples confidence in equity. As a result even believers of equity investing are jittery. To assuage these investors, we have been running a campaign to help investors have patience in volatile markets. This started with our TV lead campaign in 2018 ( see here ) and our social media campaign using the hashtag #keepthefaith

The latest in the series is a campaign based on the insight that things we love often test our patience. Like equity for instance. In the short-term, it may be volatile, frustrating and temperamental. But in the long term, if you are patient, it is a source of immense joy. So be patient and stay in love with equity in volatile markets. It is sure to love you back many times over.

The campaign again tries to break free of category wallpaper and bring across the #keepthefaith in equity message in an endearing way

How to counter stock market volatility

The stock market is a funny place. At one end we have the Large Cap Sensex and NIFTY hitting lifetime highs today. On the other end Mid Caps and Small Caps are down 20% from January. With every tweet from Trump on Oil embargoes for Iran or Trade Wars with China, the stock market gyrates up and down. The Indian economic canvas ( inflation, BoP, CAD, GDP growth etc etc) and political uncertainity in an election year means that we are currently experiencing a lot of volatility in the stock markets.

Taking forward its positioning of an equity investing expert, MOFSL has come out with a new campaign to tell investors how to cope with this current stock market volatility. We bring it down to a simple mantra/process - Buy Right. Sit Tight. Where buying right is buying into quality companies and sitting tight is all about partnering with mutual funds/investment advisors who have the experience/ emotional maturity to hold onto these stocks through this volatile period 

The TVC uses the well known metaphor of a bull ride commonly seen in arcades to demonstrate volatile markets. A bull is seen as a symbol of stock markets and a bull ride one of volatility. In times such as these the it is best to invest in quality stocks and have the patience to hold on to them. Something we at Motilal Oswal have been doing for over 30 years

Here's the TVC

Initial response to the campaign ahs been encouraging. Here's what some media have to say about the ad

Brand Equity 

Ad Gully

exchange4media 

AgencyFAQs

Best Media Info

Campaign India

CNBCTV18

Some Awards won by the Campaign

Different Strokes for Different Folks

Investing in the stock markets is all about mindsets. And when it comes to mindsets there exists two distinct archetypes. 

An Investor is one with a long term/fundamental view to investing in the market while a Trader has a short term/technical view to playing the markets. Their needs and mind-sets are different. Metaphorically speaking Investing is like a cricket Test Match - slow and steady. Trading is T20 cricket - dhan dhana dhan action and immediate results

Motilal Oswal Securities Ltd is perhaps the only broker to offer  separate applications targeting the needs .The MOSL mobile trading app is unique in the sense that it provides separate mobile trading applications with separate tools and information customised for an Investor or a Trader .

Our campaign tries to highlight these two mindsets

Here is the TVC  

And some emailers that make the concept come alive

LESS IS MORE (Think Equity Think Motilal Oswal)

Recently SEBI has come out with a notification asking AMCs to rationalise the number of mutual fund schemes they have under limited heads.
At Motilal Oswal AMC, we have a focused approach to investing. As has been highlighted in my previous post on the 'THINK EQUITY THINK MOTILAL OSWAL' campaign. (Read about it Here)
The recently ruling provided us with a topical opportunity to re-iterate our focused approach.
After all, we only have 5 high quality, concentrated mutual funds to choose from.
Based on the premise that sometimes too much choice can be confusing and intimidating; the campaign aims to highlight why when it comes to investing; 'Less Is More'

Does the Charging Bull have reason to fear the Fearless Girl?

The ‘Fearless Girl’ statue (in front of the Wall Street Charging Bull ) promoting  gender diversity is probably one of the most impactful ideas this year. A symbol of feminist strength and leadership; Fearless Girl was commissioned by investment firm State Street Global Advisors(SSGA) as an advertisement to promote the first year of its Gender Diverse Index ETF Fund which comprises gender-diverse companies that have a higher percentage of women among their senior leadership. The plaque below the statue states, "Know the power of women in leadership. SHE makes a difference," with "SHE" being both a descriptive pronoun and the fund's NASDAQ ticker symbol. The idea of a Fearless Girl standing up to a much larger statue of the famous Wall Street Bull meant to send a message about workplace gender diversity and encourage companies to recruit more women to their boards.

While the idea hits home hard and has created worldwide awareness for the cause and the product being advertised, what it also does at some level is to paint the charging bull as an obstacle . Both State Street and the artist who created the sculpture say  that the installation is non-confrontational. Infact State Street claims it has been placed there to be a partner to the bull, to represent the power of women.

But will visitors decode it that way?

When commissioned, the idea of the charging bull itself was to project optimism and strength amid adversity. After all the phrase ‘bullish’ is an adjective for hope and buoyancy. The time preceding the sculpture’s creation in the late 80’s was turbulent for the stock markets and included the ‘Black Monday’ crash of 1987. It was planted under cover of night, guerrilla-style, in front of the stock exchange and ever since has stood as a symbol of energy and resilience.

However; with the financial crisis of 2008, the image of Wall Street has taken a bit of a beating.  While for many the bull continues to be a positive symbol ; as a tangible representation of the stock markets, it has also had to bear the brunt of confrontationist inequality movements like Occupy Wall Street (see poster) .

By being placed right in front of it, has the Fearless Girl in effect repositioned the Charging Bull as an adversary to be overcome rather than as a symbol of optimism?

I hope not.

Disclaimer : Views are personal and an observation on communication decoding. They are not meant to question either the impact of the ‘Fearless Girl’ campaign or the cause of Gender Diversity

Published in Economic Times- BRAND EQUITY on 2nd August 2017