Motilal Oswal Financial Services, an investment service firm, launched a TVC based on the proposition of ‘research based investing’. The TVC is currently on air in cinemas with latest Yash Raj Films release, Ek Tha Tiger in 11 cities.
Cartwheel Communications was the agency on board to execute the commercial.
Speaking about the brand associating with Yash Raj Films, Ramnik Chhabra, Associate Director and Head Marketing, Motilal Oswal Financial Services said, “The ‘movie trailer’ execution format of the TVC fits in very well to the environment of the cinema medium. Given the long weekend, the number of screens and the general expectations around the blockbuster, it seemed an ideal film to advertise in for maximum attraction of eyeballs. The mystique of ‘The Man from Motilal Oswal’ has helped strengthen brand connect – it enabled us to stay focused on the anxieties and concerns of investors, without becoming boring.”
The creative idea was to use the format of a movie trailer to present the Motilal Oswal approach to investing. The trailor interplays a storyline interspersed with its philosophy to present the research-based brand approach.
The commercial will also be aired on business news channels such as CNBC TV18, CNBC Awaaz, ET Now and Zee Business during market hours from September.
D Ramakrishna, Head, Cartwheel Communications said, “The format of a trailer and the larger-than-life personification of the brand makes the ad different from the others in the category. It also allows us capture the anxieties and concerns of the different segments in a dramatic manner in the same film. Because of the very concept of ‘The Man from Motilal Oswal’, the brand connect is very strong. The little vignettes in the TVC capture the anxieties and concerns of the consumers.”
Besides on-air advertising the brand has launched an online contest called ‘Wealth Creation Thoughts from The Man from Motilal Oswal’ and a book on timeless and practical principles of wealth creation thoughts that would help people shape their thinking on many critical aspects of investing and taking a stand in the stock market. Some of these thoughts would form part of a social media campaign that we would be launching soon.