Triton Communications designs campaign to promote launch of Samco Securities’ StockBasket
Triton Communications came up with the unique idea of building financial superhero ‘InvestMan’ to promote StockBasket platform and help retail investors invest in the stock market
Samco Securities Limited, a Mumbai-based Fintech start-up and one of India’s fastest growing discount brokers, has launched a new long-term buy and hold stock investment platform – ‘StockBasket’.
StockBasket enables retail investors to invest in shares of India’s top companies, via a basket of Stocks curated by Samco’s Research Team. Investors can select a basket of stocks based on their financial goals & risk appetite and invest in those baskets of stocks in a single click.
Triton Communications was instrumental in coming up with a never seen before idea in this category. With its solid experience in launching brands and products across verticals, over the years, Triton Communications managed to do it yet again, this time, with the unique idea of building a financial superhero in the form of a mascot named “InvestMan”. InvestMan is a superhero who will help retail investors to invest in the stock market. He will also educate them about wealth creation by investing in stocks of quality companies and holding them for the long term.
The campaign is a humorous satire on general investment habits. It was pre-launched through well-thought-out series of digital posts. The brand has released its launch commercial and is set to release follow up basket-specific commercials soon.
Chirag Joshi, Head of Marketing, SAMCO Group says, “Right since the inception, my motto has been ‘Educate, Entertain and Engage’. For StockBasket, we had a one line brief for Team Triton - “Let’s tell our Target Audience, StockBasket is the best Investment Option available today” sheerly because of the wealth it can potentially create for investors. Triton was quick in coming up with the idea of an Investing superhero and turning it around in a short time and thus InvestMan was born. We have tried to channel our efforts towards creating an interesting campaign, staying away from uninviting and intimidating financial commercials. With this bold ad, we aim to educate and attract new people to invest in stocks of quality companies and become a part of equity markets. We also executed a pre-launch, an “I am coming soon…” series on days leading to Diwali, when we revealed InvestMan with StockBasket”
Talking about the idea behind this unique concept, Jyotsna Parikh, Creative Head - Mumbai, Triton Communications adds, "We wanted to get away from the typical financial advertising that we see today and create a campaign that would make investing in the stock market seem cool and interesting. And so we created InvestMan. His character is quirky and eccentric, perfect to appeal to young audiences and get them to bull ride the stock market, with panache. InvestMan is not just a character; he has a huge task ahead of him. Currently, only around 2% of Indians invest in the stock market. We want this number to increase significantly and help the majority of Indians to grow along with our country’s growth. To this end, we have a whole new lot of ideas planned for InvestMan.”
Talking about the launch and taking inspiration from the brand, Virendra Saini, Executive Director, Triton Communications added, “This is a fantastic new investment instrument that makes investment in the stock market easy, even for beginners. Our creative team under the leadership of Jyotsna (Creative Head, Mumbai) was able to come up with an equally fantastic and clutter-breaking idea. The client backed us every step of the way. You need a brave client not only to launch a brave and innovative product but also to be open to brave new creative.”
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