Anand Rathi puts the investor learnings in a rap song

Anand Rathi has rolled out a campaign titled 'Sahi Investing Ki Baat' (the talk about the right investment) to educate young potential investors about the stock market. 

Conceptualised by the in-house team, the film features the brand's employees, Siddharth Sedani (head, equity products), Narendra Solanki (head of fundamental research) and Mehul Kothari (AVP, technical research).

The film opens up with Sedani, Solanki and Kothari having a discussion about the stock market with a journalist on a news channel. When the journalist asks for advice to give young investors, the panellists turn into wacky rappers and through a rap song try, to enlighten potential investors about the stock market and the right way to invest. The film aims to strike a chord with audiences and transmit the message of research being the right path on the road to investing. 

Devang Mehta, head of marketing, Anand Rathi Group, said, "We wish to impart investing wisdom to youngsters entering stock markets. We are keen that people entering the stock market should research before investing. We wanted to convey the information in a different and quirky way so that it may appeal to our younger audience. Written and curated by the in-house marketing team, this rap song is perhaps one of the first in the industry, which is perceived as serious and boring. With the rap song, we aim to disseminate an important message in an entertaining manner." 

Tuhin and Neel, film and creative directors, Band-Stand Videos, said, "It has proved to be one of our most interesting and fulfilling assignments. The rap song was a creative challenge as the lyrics needed to deliver a serious message in a light-hearted manner without moving away from the objective of investor education. We are proud to have collaborated with Anand Rathi for creating one of India's first pure rap ad campaigns for investor education."