e4m Video Story:  For Angel One, IPL is about driving a leadership narrative: CMO Zameer Kochar

With its latest campaign, ‘AngelOne ‘The Intelligent One’, the diversified financial services company engaged in stock, commodity and currency broking, aimed to driving a sharp shift in its brand narrative. The campaign agenda centres on a key behavioural insight that first-time investors often feel the need to “become intelligent” before they begin investing. Angel One is positioning itself as a guided companion simplifying investments for first-time and young investors and consumers navigating an increasingly complex financial landscape.

 Zameer Kochar, Chief Marketing Officer, Angel One, says the campaign stems from a deep consumer insight: aspiring investors are overwhelmed by information overload, jargon-heavy communication, and uncertainty around where and how to begin investing.

Kochar states, “Our consumer research on understanding the triggers and barriers towards investing showed that consumers on the cusp of investing are often held back by the information overload filled with jargons, complexity, procrastination, inertia, and fear of losing money. We wanted to play the role of a friend, ally, mentor and guided companion who simplifies the journey and empowers users to make smart, informed decisions in their investment journeys.” 

This delay in potential investors entering is despite having strong financial aspirations such as achieving financial freedom, building secondary income streams, or securing their family’s future. With “intelligence” emerging as the platform’s central proposition. Kochar explained that the brand is focused not only on enabling access to knowledge but also on helping users apply that knowledge effectively through intuitive technology and personalised experiences.

An Elevated App Experience 

At the centre of this strategy is Angel One’s app ecosystem with a simple and intuitive design. The company says the interface is designed to simplify the investing experience for users at different stages of their journey — from pre-KYC onboarding to active investing with the focus remaining on overcoming the complexity angle, proving the right information and investing across diverse channels of investment. 

Kochar says, “The app experience is built around ease of use, speed, automation, and personalization. We leveraged past behavioural signals, user engagement patterns, and predictive insights to curate relevant nudges and investment recommendations. As a brand, we are bridging the consumer aspirations by enabling market participation and taking care of their investment journeys. We provide information in simple languages to help consumers make informed decisions.”

Angel One has also doubled down on content-led storytelling across channels and large-scale media interventions to drive awareness to create an integrated media approach. The storytelling slice-of-life, humour driven content is also the way Angel One sees as the way to grab attention and break through the clutter.

For its current campaign, the company has adopted a full-funnel marketing strategy spanning digital, television, cinema, connected TV (CTV), impact properties, social media, and on-ground activations to drive impact, create awareness and build brand saliency. He states, “A combination of the right media mix, messaging narrative and the right platform is the sweet spot.” He notes that the campaign has shown promising indicators, with view-through and click-through rates performing above industry benchmarks. 

Betting Big On IPL 

As part of its awareness-building efforts, the company tapped into cultural and sporting moments, including cinema activations around the major film release Dhurandhar and an aggressive presence during the ongoing Indian Premier League (IPL) season.  In 2024, Angel One signed a five-year deal as the Associate Partner of the TATA IPL till 2028.

“For us, IPL is about driving a leadership narrative on the biggest platform that reaches over 500 million viewers when the attention is high. We are the only exclusive fintech brokerage brand with on-ground sponsorship rights linked to IPL for the next few years,” Kochar noted. Commenting on the heavy investments on IPL and the RoI from this association he said, “On the ROI front, we have multiple frameworks to measure the valuation and the sponsorship impact that we are getting. The attribution and channel mix models clearly show that when investments from a long-term perspective sees growth in brand track and business metrics. We are extremely confident that we have invested in a platform with a long-term view and a horizon that will give us the returns that we are extremely confident of.”

Gen Z & Tier II and Tier III towns: Growth Drivers  

Angel One is betting significantly on Gen Z and small-town India to drive growth and leveraging platforms such as YouTube and CTV to strengthen visibility among younger audiences. Today the Gen Z cohort is nearly a 400 million user base, contribute to almost 50% of the household income and drive close to 70-80% of the household expenditure. In comparison, as per reports, the demat account penetration in India was over 21 crore accounts by late 2025, reaching roughly 13–15% of the population, significantly up from just 4 crore in 2020. 

This reflects the immense headroom for growth leading to the company’s growing focus on Gen Z investors to being central to its long-term growth strategy. Kochar points out that Gen Z’s mindset towards investing is extremely different to the earlier generations. The younger consumers increasingly view investing as part of mainstream culture, influenced heavily by digital creators, peer networks, seeking an additional income sources and conversations around financial independence.

He explains, “Investing today has become a dinner-table conversation. Gen Zs look towards content creators, influencers, brand advocates for information on market participation. This cohort is motivated, aspirational, digitally native, and far more open to experimenting with investments early in life, as we have seen the average age of investors coming down.”

Angel One is also witnessing strong momentum from Tier II and Tier III markets, alongside a growing participation of women investors. According to Kochar, “One in every four new investors joining the platform is a woman, reflecting rising awareness around financial independence.” He adds, “We operate as an investment tech-first, data-driven, innovative app present at every life stage of the investor or consumer investment journey with multiple product offerings and guidance to help them in their end goal, which is of financial freedom.” Coming to smaller towns, Angel One is focusing on strong local-regional connect in these markets. IPL as a platform provides the brand the opportunity for on-ground activations. 

A key focus is always attracting new consumers and upgrading offers to existing consumers. As of April 2026, Angel One's total client base reached 37.79 million, marking a 20% year-on-year growth. Over the last few years, Angel One has been a lot more aggressive in marketing and client acquisition compared to its competition with big-ticket investments to create impact.

While the company continues to invest heavily in performance marketing, Kochar stressed that long-term brand building remains equally critical in a category built on trust.

He states, “This is not a low-involvement category. People trust you with their money, so brand credibility and trust become extremely important. We see extremely healthy lifetime value for long-term customer once they are aligned with the brand.”

Despite rising competition from players such as Groww and Zerodha, Kochar maintained that Angel One’s differentiation lies in its blend of technology, personalisation, content, and ecosystem-led investing solutions.

Looking ahead, Angel One plans to further scale its marketing interventions through the financial year with high-impact visible presence across touch-points, backed by higher marketing investments and a strong calendar of campaigns around festivals and the sporting calendar.  A big milestone in August is the company’s 30-year celebrations later this year.

“Our investments in marketing will continue to grow,” Kochar said. “But more importantly, our focus remains on driving impact, visibility, and long-term value.”