Angel Broking, a stock broking firms has rolled out a new advertising campaign. Publicis Capital has created the campaign which consists of four TVCs that consist of four different experiences of investors. The campaign uses multiplicity as an insight as well as a story telling device with the stories centred on research and advice.
In the TVC titled "Home", a man is shown comparing the list of television channels to his investments. Out of the 100 channels on television he found none of them interesting and compared them to his portfolio of stocks. Angel Broking did help him make his stocks rocking, but TV didn't change.
In the film titled "Doctor", a doctor is shown comparing his 500% effort in treating his patients to the 500% effort Angel Broking puts in towards treating the investments of its customers.
In "Self Made man", a man at a bar has been shown testifying the role of Angel Broking in his successful investments.
In the fourth TVC, titled "office", a man compares his investments from the previous year to the current year and talks about how Angel Broking has helped him make his investments successful.
Watch the TVCs
Commenting on the campaign, Amit Majumdar, executive director and chief strategy officer, Angel Broking, said, “At Angel, we are of the firm belief that our work will speak for itself – and our business has to a large extent grown by others speaking about us. This campaign focuses on the experiences of our Customers telling their story in their own words, making it all the more easier to Connect with the masses.”
Krunal Mehta, vice president branding and corporate communications, Angel Broking, added, “ This campaign we believe, will set new benchmarks in financial advertising. We wanted a testimonial that has the gravity of the message while ensuring that it has the cut though in the highly cluttered financial space. I believe that we have managed it well.”
Commenting on the campaign, Vivek Nayyar, senior creative director, Publicis Capital Mumbai, said, “Financial advertising today seems saturated with exaggerated humour or emotion. There is a general shyness in talking about what the experts really do or in focusing on an investor’s real experience. We felt it was time for some straight talk. Investors are looking for experts who make sense, not tall claims.”
Tanuja Goyal, ACD, added, “The task here was twofold – to create sincere testimonials rooted in real insights and to give the brand a unique visual identity. The campaign stems from the fact that we are all multidimensional personalities. We are not only different from each other; we’re different within ourselves too. Just look at 2ndlife.com. We felt it was important for a testimonial to capture this multiplicity. By showing different moods and conflicts within the investor as manifestations of himself, we found an interesting way to bring it alive.”
Agency: Publicis Capital Mumbai
Creative: Vivek Nayyar (Executive Creative Director), Tanuja Goyal (Associate Creative Director)
Account Management: Madan Mohan (Executive Vice President), Aroon Ramchandran (Associate Account Director)
Films: Hozefa Alibhai (Films Head), Beety Bhuyan (Films Executive)
Production House: Little Lamb Films Pvt. Ltd.
Director: Bauddhayan Mukherji
Production Planning: Vishal Patel, Monalisa Mukherji
DOP: Sejal Shah ; Music: Vipin Mishra, R. Anand
Post Production and Motion Control: Prime Focus ; Editor: Ravi Sharma
Little Lamb Team: Kedhhar Barve, Barkha Sawhney, Naveen Pun, Luke Sydney, Priyanka More.