Home >> Industry-Briefing >> Article

One September gives twists to mutual fund advertising

12-February-2015
Font Size   16
One September gives twists to mutual fund advertising

The financial sector, known for its tightly-knotted communication, needs a major overhaul, say executives at One September, a 16-month-old advertising agency.

“Financial dialogue tends to be needlessly complicated most often,” says Aarish Matcheswalla, one of the four co-founders at the agency. He added, “When I am handed a finance brochure, I tend to skip to the last page directly and read the final two lines. We knew there was a need to make these conversations more relatable and more importantly, interesting.”

Having worked with companies like Axis Mutual Fund and Max Life Insurance, One September has got a keen insight into how consumers reacted to everyday communication. “Consumers are regular people like you and me. If you drown them with technicalities and jargon, they will tune out faster than you think. Even though the messaging may be important for them, it needs to present itself in a relevant and engaging context for it to be memorable,” Matcheswalla said.

One such example is the recent collaboration between One September and Agency Digi on a social experiment video carried out for Axis Mutual Fund. The video features a character called ‘The Taxman’ forcibly taking a bite out of unsuspecting people’s lunches in a busy cafeteria. The video has received positive reviews and has over 400,000 hits on YouTube.

Even in the print format, One September says they are changing the ‘arithmetic’ appearance of financial communication. “Data need not always just be numbers and charts,” says Matcheswalla. “We have translated pages of dull and boring numbers into interesting illustrations and info-graphics for our clients. We can see a stark difference in how the consumer reacts to it now.” Brand participation also plays a huge role in the final output, he says. “We have been lucky to work with clients who have been willing to try something new and unconventional.”

So, is there something like the ‘Harlem Shake’ waiting to happen sometime in the financial sector in the near future? “Why not? We are always looking to do something fun here. However, you can’t be weird just for the sake of it. Whatever you do needs to have a strong, finite connect to the brand and its core messaging,” he said.

In just over a year, One September has worked with companies such as MTV, Red Chillies Entertainment and The Juice by Jabong.
 

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

A social media campaign titled ‘Cricket with Rannvijay’ called out to cricket fans of Kolkata, challenging them to play better than Rannvijay and get an opportunity to enjoy Pizza Hut pan pizzas with...

He spent 13 years at HT; his previous stints include Whirlpool, Procter & Gamble and Godrej

The case study explains in detail the people strategy executed at GroupM to ensure its talent is digitally charged and is data-centric.