In a bid to create a brand in the financial planning space, ASK Group has unveiled a new TVC for its financial planning and wealth advisory business, ASK Wealth Advisors. The TVC has been created by Purple Spinach and directed by Sanjeev Chaudhari, while Full Circle Communication has produced the TVC.
The brief was to establish the single-minded proposition of creating ASK Wealth Advisors as a brand in the financial planning space that really understands the customers’ needs.
Prashant Colaso, Managing Partner, Purple Spinach, explained, “With many players in the market claiming to provide financial planning, it was important to highlight the fact that the consumer is always at the receiving end, getting products that he really doesn’t need. It was important to establish the connect with the consumer on how product pushers try and sell products to them even when they don’t need them. The parallel is seen in a scenario where we stuck to a simple situation of a hair salon. The simplicity of the situation is best captured with subtle humour to get across the point.”
The ad opens with a man visiting a salon. Even before he has had the time to think, the barber sits him down on a chair and begins offering him all kinds of haircare products, from styling gels to lotions. Each time the man declines a product, the barber whisks out a new one. Finally, the frustrated customer pulls off his wig, revealing a bald pate. The barber then understands that the man has come for just a shave.
Commenting on the strategy, Ranjit Shetty, Marketing and Communication Head, ASK Group, said, “The primary objective was to differentiate ASK Wealth Advisors’ services from the current market offerings, which is highly product centric and distribution led. Financial advice at best is based on a risk profiling of customers and not based on his life goals; in other words the emphasis is on investment planning as opposed to comprehensive (holistic) financial planning. The awareness of customers about true financial planning is low as most of them believe that what they are getting is financial planning when in actual practice it is investment planning.”
The campaign was launched through outdoor advertising in metros. The above the line campaign has been supported through targeted below the line inflight promotions and other ground events.
The TG is the high net worth individual. An optimum mix of business and English news channels is being used to air the ad, including CNBC, TV18, CNBC Awaaz, NDTV Profit, CNN-IBN and NDTV 24x7. English movie channels STAR Movies and HBO are also being used as is Neo Sports for spots during the ongoing Indo-Pak cricket series.
The campaign will be on air till mid-December 2007.