Riding on big data and advanced audience segmentation available with Kotak Securities, What’s Your Problem (WYP Brand Solutions Pvt. Ltd.), the creative and social-media agency for Kotak Securities, launched an integrated campaign to reach out and engage fence-sitters –investors either contemplating stock trading or hesitant to invest more – the result of them being confused with their ifs and buts, their ‘agar-magars’.
These investors were broken down into 3 segments; beginners (who do not know anything about the stock market and are not trading), intermediates (who know/ are familiar with the share market, but are looking for more information - they may or may not have a share trading account) and experts (who know everything about the share market and are just looking for value-added services). Each of these audiences has different reasons/barriers for not wanting to trade.
Khushnum Ichhaporia, Vice President, Marketing, Kotak Mahindra explains, “Our brief to the agency was to come up with a universal insight that would cut across all types of investors and tackle all the barriers they face. The campaign thought ‘Agar Magar se aage badho’ does just that. It’s a human truth – we’re always hiding behind our agar magars, ifs and buts and using them as excuses. This applies to the stock market as well - we realized that the consumers had numerous ‘Agar Magars’ and that there was an opportunity for Kotak Securities to be the brand that helps them overcome these doubts. We did extensive research to select all the agar-magars that a potential trader feels, and then created a campaign that answers each of them.”
Kamlesh Rao, CEO, Kotak Securities agreed, “ We’ve been adjudged India’s Best Broker and who better placed than the leader in the category to help investor overcome any barriers that are stopping him/her from trading. ‘Agar Magar se aage badho’ is not just a communication campaign, it’s a mission. So we don’t just say it or use it as a campaign line, but we actually enable the consumer to move ahead of their ifs and buts/ agars and magars by providing knowledge support along with the best possible tools and infrastructure.”
It’s a 360 degree campaign. To start with, a series of innovative pre-loaders introduced the concept of #AgarMagar. In these pre-loaders, media personality ShrutiSheth urges the viewer to actually SKIP the ad, but then herself stops you from doing so by posing a set of agar magars. ‘Agar Aap ne ad skip kiya aur maine kuch fayde ki baat kahi toh?’ Before you know it, caught up in agar magars, you view the ad in its entirety. Shruti then explains that this is exactly what happens in the stock market too – we get caught up in our agar magars – she then urges you to ‘Agar Magar se aage badho. Kotak Securities ke saath trade karo.’ While the normal full-view rate of a pre-loader is below 10%, these ads enjoyed a full-view rate’ of over 30% - which means that 30% of people didn’t skip, and ended up viewing the entire ad.
Watch Hindi ad:
Watch English ad:
The campaign then moved into stock market specific agar magars. 40 short films (12 seconders and 5 seconders) and numerous banners posed different agar magars to specific audiences. For example, in one ad an expert asks, “Magar stock fundamentals look shaky na?” In another, a beginner asks, “Magar market down huatoh?” or “Magar shares meintoh tension haina?” Audiences were segmented and exposed only to the agar magars they face. A click button then encourages you to move ahead of your specific agar magar.
Amit Akali, Managing Partner, What’s Your Problem elaborates, “While the campaign idea is medium agnostic, leading with the digital medium allows us not only to communicate but to also close the loop. So, once you click on an agar magar - be it through a film or a banner - you’re taken to the landing page www.agarmagar.com , where the doubt that you click on is laid to rest. Further, you can join ‘Kotak Trading Knowledge’ a responsive information/training module. You also have the choice to share any other agar magars you may have, which Kotak Securities would answer through call, or digitally. So, you didn’t just communicate ‘agar magar se aagebadho’ - you actually helped the consumer answer his/her doubts/agar magars and start trading. This campaign allowed us to bring alive our full service digital and above the line capabilities. All the films (including some for television) were produced in-house, as were the banners, the microsite, the landing pages, Kotak Trading Knowledge – the training module, the innovative outdoor, social media promotions, influencer programs, etc.
“While it’s been early days, the results have been encouraging. We’ve been trending regularly on Twitter, have never-before full-view rates for the pre-loaders and the videos already have over a million views. At the same time, ‘agar magar’ is a long-term campaign thought and this is just the launch. “ There are a lot of above the line, digital and activations planned for the year,”, added Huzefa Roowala, Director - Content and Creative. Huzefa, who directed all the films, went on to share, “The reason we chose to do so many (40 films) was that it allowed us to bring alive the different agar magars that people across audience segments faced. You are sure to identify with some agar magar or the other. At the same time, it was a huge challenge, to keep all the films real but yet humorous and memorable – and that too in around 10 seconds! We worked hard to have a visual twist to each film, be it the pani-puri falling at just the right moment or the door handle coming off just as the door was being opened.”