SAMCO Securities, one of the leading discount brokerages in the country, has launched a new campaign that attempts to make people believe that Rs. 20 brokerage is the truth and that there is no hidden cost.
The company has launched two TVCs themed around #TheHardestBet, highlighting the financial burden one gets by paying higher brokerage based on the size of trade and how humiliating it can be to find out that you have been paying excess brokerage, whereas by trading via SAMCO one can save a lot of money with its Flat Fee brokerage irrespective of the trade volume.
The protagonist in the 5,000 Mirchi Challenge TVC is an everyday man who refused to believe in the concept of Flat Fee Brokerage. The film starts by showing him eating red chillies. Because he lost the challenge from a friend who advised him to switch to SAMCO’s Flat Fee Brokerage and save huge amount of transaction cost, the man ultimately loses the challenge when he pays Rs 5,000 as brokerage on the same transaction where his friend paid only Rs.20 as brokerage.
Similarly in the Captain Fool Cricket TVC, the character is the captain of the cricket team. He enters the field wearing his shorts. Everybody in the stadium is stunned and starts laughing at him. Later it is revealed that he has lost the challenge where he couldn’t believe that his team paid onlyRs20 as brokerage for an order for which he ended up paying Rs.5000.
“Storytelling is been at the forefront of our marketing efforts. Our TVCs inform audiences, in an innovative storytelling format, about the benefits of trading at flat Rs. 20 and attempt to capture the eyeballs of every investor and trader in the stock market,” said SAMCO Securities CEO, Jimeet Modi.
“The communication of the campaign clearly is to educate market participants of the message ‘Ab share market mein brokerage, 20 se jyaada mat dena’ and the creative team has done a great job in ensuring that the message is delivered, breaking through the clutter,” he added.
The TVCs have been produced and directed by Parikshit Vaidya of Gulliver Films, while the creative part was conceived in-house by SAMCO.
“I was very excited about this campaign as it is way away from the regular TVCs.The script has successfully linked the unawareness of the common people about the fast-changing environment of broking industry,” says Vaidya.
Both TVCs, launched simultaneously on the company’s social media platforms, have garnered over 1,00,000 views each on Facebook.
“Due to the recent changes in the code of conduct of advertising we had to recreate our brand strategy overnight, reposition our brand and redo the entire marketing piece all over again. With so many advertisers from the stock broking industry, we had to think of a campaign which helps SAMCO stand out, without using boring advertisements which typically make the BFSI sector look old and intimidating. ‘Educate and Entertain’ was the clear objective of our TVC,” says Chirag Joshi, Head of Marketing at SAMCO Securities.
The Mumbai-based discount brokerage has also launched two more videos on similar lines:
These have been running on the digital platform, and not television.
· Creative agency: SAMCO Securities (in-house)
· Script: SAMCO Securities (in-house)
· Director: Parikshit Vaidya (Gulliver Films)
· Producer: Tranzita D’Souza (Gulliver Films)
· Production House: Gulliver Films