Speaking to Campaign India about the latest communication, Joejee Manthanam, creative director, Euro RSCG India said, "Geojit BNP Paribas is slowly transforming itself from being perceived as only an equities brokerage to a retail financial services company that offers the retail investor different avenues for savings and investments."
"Investor behaviour increasingly shows that the online trading is fast gaining as the desired channel for conducting equity based transactions. As per NSE data, the number of investors who have registered for online trading has grown by at least 150% over 2006-07 figures. The plan was to run a television campaign to inform investors about Geojit BNP Paribas’s new online trading platform, " he said.
Watch the commercial here:
The commercial begins with a boy checking out a music CD, wondering how he can play it on full blast without it becoming an issue with his parents. He has a brainwave, that of soundproofing his entire bedroom manually. The commercial then takes the viewer through how the boy covers up every nook, cranny and crevice in the room, to ensure that no sound leaks out. Just as he begins enjoying the music on full volume, his father knocks on the door and hands the boy over a pair of headphones. The boy then realises that he could have saved himself a lot of trouble had he just thought of the simple solution - headphones. The TVC is a metaphor for Geojit BNP Paribas' positioning, which claims that it makes trading really simple.
Elaborating on the idea behind the campaign, Manthanam said, "The general perception among investors is, the online trading platform is too complex and unstable to venture on to alone. Hence the idea was to make investors believe there is an easier way to invest in the equities market and turn to www.geojitbnpparibas.com for their online trading needs."
He adds, "The previous commercial for the brand highlighted the 'transparency' involved with trading with Geojit BNP Paribas. Until recently, Geojit BNP Paribas services included investment advisory and financial services for its customers. Now that their online trading platform was going live, the primary aim of this communication was to focus on promoting the benefits of online trading via the company."
Speaking about the consumer insight, Manthanam says, "During our consumer research we spoke to traders who were not actively trading online even though they were active users of other online portals as well e-commerce. This helped us realize that the only reason they are not trading is because they assume that it is complicated, time consuming and therefore unreliable. To move past this mental block we chose to highlight the ease of use of the online portal in this communication."
He concludes, "The communication is simple and single-minded. We have stayed away from complex jargons and elaborate product windows and focused instead on highlighting the thought of simplicity and ease of use, which would inspire investors with the courage to venture into the world of online trading alone."
Brief: Fast. Easy. Secure Online Trading.
Client – Geojit BNP Paribas Financial Services
Creative agency – Euro RSCG India
National creative director – Satbir Singh
Executive Creative director – Nilesh Vaidya
Creative Director - Joejee Manthanam
Films Head – Sachin Vaidya
Production house – Thumbnail Pictures
Director – Sudip Bandyopadhaya
Planning team – Saloni Singh
Client Servicing team – Tiraz Balaporia
Post-production studio - Pixion
Media agency - MPG
Media used - TV