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Religare Maquarie reveals its animal instinct to promote wealth management

31-January-2009
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Religare Maquarie reveals its animal instinct to promote wealth management

Religare Macquarie, the joint venture between Religare Enterprises and Australia-based Maquarie Group, has announced its wealth advisory services in India. To support this, the company has unveiled a new brand campaign that takes an innovative position of creating a new category norm for wealth advisory service. The campaign promotes this service as ‘Active Wealth Management’.

The campaign has been conceptualised and executed by Brand Planet Elephant. The main TV burst commenced from January 30, while the print ads will be released in the first week of February.

Subhrangshu Neogi, General Manager, Brand & Communications, Religare Enterprises, explained, “In today’s professional and business scenario, even HNIs are extremely active, and they demand this from all the services they experience, so why not from their wealth advisors. Religare Macquarie will back it up by a process of being proactive and bring to bear Macquarie’s global expertise in managing wealth and Religare’s local insights.”

The campaign breaks this week and uses a mix of TV and magazines. The media selection has been done on the basis of a qualitative understanding of the target group’s affinity towards certain lifestyle and business specific media. This has been the foundation for the media approach in TV as well as press.

Commenting on the campaign development, Anjan Roy, Director, Brand Planet Elephant, said, “As a campaign that launches a new service, the primary objective is to establish the context of Active Wealth Management. This was done by drawing an analogy with the animal kingdom – where we are all familiar with behaviour that is alert, pre-emptive and agile. These are the same attributes we wanted to drive home for Religare Macquarie.”

The campaign will have an initial run time of six weeks. This will be followed by product launches addressing specific niches of segments that the brand has identified as the initial core adopters.

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