Angel Broking has rolled out a campaign for its recently launched automated investment engine ARQ. The campaign conceptualised by Madison BMB consists of four TVCs, two of which are on air.
One of the films opens with the protagonist talking to ARQ, manifesting itself as a virtual assistant, seeking recommendations on stocks. ARQ suggests one, which he reminds the system didn't do well the previous year. ARQ informs the man that it's not about past performance, but about future potential. He accepts the advice before asking ARQ to predict his future. Just then, the doorbell rings, with a woman screaming at him from the outside. The voice over says predicting life isn't easy, but predicting stock performance, leave that to ARQ. The film ends with the man nursing a blue eye.
The other films follow similar interactions between the protagonist and ARQ.
Gagan Singla, chief marketing officer, Angel Broking, said, “The objective of the new campaign is to portray Angel Broking’s image of a digitally-savvy retail broking firm with superior online capabilities and innovative offerings. For Angel Broking, which has been re-inventing itself as a technology-driven retail brokerage with 'digital' as the central theme, ARQ is the most important offering that promises to transform the way retail investors sought and consumed investment advice."
He added that the new campaign reinforces the impact of the digital transformation that is underway at the broking firm.
Vidisha Debsarkar, head – brand, Angel Broking, added, “Societal trends driven by the digital revolution are changing consumer behaviour and demands rapidly with brands trying hard to catch up with this change. To add to it, building an interesting piece of communication in an industry which is driven by dull and drab marketing was a real challenge in itself. We knew we had to appeal to the new age investors of today who are tech-savvy, digitally inclined and always adept to lot of information. This led to the idea of building an interesting character for ARQ who is an integral part of the protagonist’s day to day life. We showcased our protagonist in a real life situation where he can afford to go wrong sometimes, but when it comes to taking financial decisions, he can just sit back and rely on ARQ. These lighthearted series of humorous ads will surely bring a smile on anyone’s face even though the main focus is around a serious subject like investments.”
Raj Nair, CEO and chief creative officer, Madison BMB, said, "Selecting the right mix of investments based on the current portfolio, risk profile, life goals, if left to guess work or intuition and without analysing all available data at hand in the prevailing market conditions, would be nothing short of a disaster. When you have an extremely efficient and layered combination of algorithms that forms ARQ, the investment advisor engine from Angel Broking, you just rule out the things brokers tell you ('rely on my instinct' and 'this instrument has been performing well'). ARQ makes recommendations that are precise, tailor-made and with an eye on the future. You'll be forgiven for wishing it would help pick out the correct T-shirt for you as well. Our creative campaign effectively incorporates all key elements of the revolutionary product and we are sure it will strike the right chord with the target audience."