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'Experts’ return in a campaign sequel by Mullen Lintas for Motilal Oswal

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'Experts’ return in a campaign sequel by Mullen Lintas for Motilal Oswal

Motilal Oswal Financial Services Ltd (MOFSL) has been playing a pioneering role as partner of choice among the investor community. Over three decades, it has provided products and advice to help create wealth through equity investing.

In a previous campaign of Motilal Oswal Financial Services, the Mumbai office of Mullen Lintas had strung together a beautiful medley of how ordinary people show extraordinary skills and become ‘experts’ - all built by FOCUS. 1)

On the back of resounding success of its maiden work for Motilal Oswal, Mullen Lintas has introduced a sequel in different settings; again, reinforcing the image of Motilal Oswal as ‘Experts in Equity’ because of its focus on equity.

Commenting on the brand’s ideology and the task assigned to the agency, Ramnik Chhabra (Director – Marketing, MOFSL said: “This TVC is based on the same ‘focus’ proposition and ‘Think Equity Think Motilal Oswal’ idea. The objective is to refresh the communication with varied settings and skills based on focus ”.

The sequel, yet again, traces some exceptional talent from across the country whose skills are eye popping and they have become highly proficient at it. Everyday actions like counting money, pour milk, solving a puzzle or performing a feat;be it in the pool or on skates makes the point that focus and practice helps you to become an expert. Stringing together these acts of genius in the film makes for an interesting watch. (Campaign 2)

Highlighting the creative idea behind the campaign, Shriram Iyer, National Creative Director, Mullen Lintas said: “When you focus on one thing, you master it.The brand’s command and understanding over the ‘equity markets’ allowed us to appropriate the position beautifully. Real people who have become experts in their own domain through years of practice is what we have shown. This film too is interesting in the sense that it inspiredby the online video content space. Random videos on the internet were given a meaning and recreated by design to do justice to an idea relevant to the brand’s proposition.We connected the dots to make for advertising content that is sticky and memorable. To me; Advertising can be content. And content can be advertising.”

The film will be visible on touch points relevant to the target audiences both online and offline.

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