Mullen Lintas curates new TVC for Motilal Oswal

The campaign will be promoted on business news channels, digital and social media

e4m by exchange4media Staff
Updated: Jul 14, 2020 1:00 PM
Motilal

Motilal Oswal Mutual Funds has launched a new TVC lead ad campaign - ‘Skin in the Game.’

Conceptualized by Mullen Lintas, the 'Skin in the Game' proposition helps demonstrate the conviction that the brand has in its product and a reason why investors should trust the brand.

The creative idea has been inspired by signs seen across various food outlets all over India. To instil confidence and trust, many restaurants put up a sign - "The owner of this restaurant also eats here".

Speaking on the film, Ramnik Chhabra, Executive Director & Head, Marketing, Motilal Oswal Financial Services Limited (MOFSL) said, “When it comes to investing in general and equity mutual funds in particular, the results of your choice are only discernible in the future. To decide on which brand to select in the present for a positive future outcome; investors look for Trustmarks. This campaign provides a strong reason to trust the Motilal Oswal brand. Our belief in our equity expertise can be gauged from the fact that we eat our own cooking.”

Overlaying the now popular tone and manner and signature brand music of the Motilal Oswal films; the campaign would be promoted on business news channels, digital and social media.

Talking about the campaign execution and desired impact Garima Khandelwal, Executive Creative Director, Mullen Lintas, “To exhibit the extent of trust Motilal Oswal has in the product they sell, we thought to dramatise the opposite of it in a parallel industry. Borrowing from life and building from an analogy of the same. It started with the sign at a restaurant that proudly shows the belief in the food they serve by the owner advertising he consuming it to its patrons and the film was weaved around it to make the same parallel for the promoters of the fund, as they themselves invest in the equity fund that they promote, showing off their skin in the game. The ad was conceptualised pre covid but executed post Covid, which made the execution journey memorable.”

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