Campaign India Team
Feb 08, 2011

ASK Group targets HNIs in new campaign

WATCH the TVCs created by the team at ACID

ASK Group targets HNIs in new campaign

A new campaign for wealth management company ASK Group seeks to empathise with the work that High Net Worth Individuals (HNI) put in to make their money. The campaign has been developed by the creative team of Sameer Desai and Niranjan Kaushik, who have come together to form ACID. 

Watch the TVCs (story continues below)



Shot entirely in Hong Kong, the TVCs comprise visuals from the daily life of an HNI. In the first TVC, a voiceover says, "We know what it takes to be who you are: the 12-hour long transatlantic flights, the many hotel suites that become your home every now and then, and all the moments you've missed, and a laptop that never sleeps, all the deadlines you never fail to meet. We know the ambitions you nurture, and the effort that goes into realising them." 

The second ad has the voiceover, "We know what it takes to be who you are. We know the corner office that never shuts. We know all the late nights, the football games you've missed. We know the home that becomes a branch office every Sunday, the holiday destination that hasn't seen you in a long, long time. We know the sky has always been your limit and what it takes to get you  there." Both the ads end with the super, "We know how hard it is to generate wealth. Which is why we work just as hard to manage it."  

Describing the campaign, Salil Vaidya, head of marketing for the ASK Group, said, “Most of the communication today that targets the super rich is often a monologue on a brand’s expertise and heritage. Brands try and outdo each other through such communication. Here is where we saw an opportunity for ourselves. Being large home grown pioneers in the Wealth Management space, we not only understand the Indian financial space better, but also the customer, his life space and his needs. This campaign seeks to project this strength of ours."

Commenting on one of their first campaigns as co-founders of ACID, Sameer Desai said, “The brief for us was to clearly differentiate the brand while staying away from a very cold, rational projection of the brand’s heritage. The reason is simple - even the HNIs are human beings with emotions. This somewhere gets neglected in most top end segments. That is where we saw the opportunity for ASK’s differentiated communication.”

Niranjan Kaushik added, “The idea was to position ASK as a brand that understands its customer. This is not about a superficial understanding of the customer but it is about knowing, feeling and, most importantly, empathising with him. After all, the world of hardcore finance and wealth management needn’t be cold; it can and must be human and warm.”


Agency: ACID

Creative team: Sameer Desai and Niranjan Kaushik

Director: Vikash Nowlakha

Production house: Native

Executive producer: Prithvi Raj Luthra

Campaign India

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