To celebrate its focus on equity and wealth creation, Motilal Oswal Financial Services has rolled out its latest brand campaign to position itself as an equity investing expert.
Conceptualised by Mullen Lintas Mumbai, the brand film firmly establishes the role of the company as an expert in Equity & Equity Mutual Funds. The brand film goes on to trace some exceptional talent from across the country whose skills would put normal people to shame. A clerk at an office who’s faster than a machine in processing paperwork or a chef at a hotel who gets his chore done in the blink of an eye or even a barber, a bar-tender, a street food vendor, etc. All these individuals go on to show that if you focus on one thing for a long time, you master it.
Commenting on the brand ideology and brief given to the agency, Ramnik Chhabra, Marketing Director, Motilal Oswal, said: “Drive by our office at night and it will be lit green or red depending on how the stock markets have performed that day. Instead of ‘Up-Down’ buttons, our elevators have visuals of Bulls and Bears. We have one of the largest equity research departments in the industry. All the money of the company and promoters is invested only in equity. Needless to say; we are an ‘only equity focused’ investing house. This focus has helped us create a unique stock picking methodology (QGLP) to create wealth. The aim of the film is to, well; focus on this focus! And hence present Motilal Oswal as the equity expert you should think of if you are thinking about investing in equity.”
Highlighting the creative idea behind the campaign, Garima Khandelwal, ECD-Mullen Lintas, said: “Let's celebrate skill, and the passion to do what you do every day and become the boss of it. The flair, rhythm and style makes it unique especially for the financial category. And that’s the contrast that excited us, for our clients. Motilal Oswal have mastered equity, and that is the single minded message we needed to put out loud and clear, hopefully entertaining all as they watch it.”
Adding his views, Ayyappan Raj, EVP-Mullen Lintas, said, “The client’s brief was quite simple and in a way very fundamental - we have been in the business of equity for 30 years and we’re really good at it. They pushed us to make this point in the most interesting way. What we’ve tried is exactly that, to make a point about how Motilal Oswal has been very successful with equity over the last 30 years. In a manner that’s fresh to the category and makes for enjoyable viewing. It was great working with the brand team on this campaign and they’ve been quite supportive of seeing this idea through in the best possible form.”
The film will be launched on popular online and offline mediums and will span TVC, Print, Radio, and Digital.
Client: Motilal Oswal
Team: Ramnik Chhabra, Charles Nadar
Agency: Mullen Lintas Mumbai
Creative: Shriram Iyer, Garima Khandelwal, Satish Sethumadhavan, Angud Bhalla, Trishna Parkash, Ripanka Kalita
Account Management: Ayyappan Raj, Manish Somani, Akshata Krishnamurthy
Planning: Ekta Relan, Pallavi Bhosale
Production House (Director): Nirvana Films (Kishore Aiyyar)