ICICIDirect Markets app has launched a campaign to highlight how potential investors stay away from investing because of the complexities involved. Conceptualised by Rediffusion’s Next, the films aim to tell millennials about the ease of smart investing.
The first film begins with a man confused about trading. Just then, a friend approaches him and asks him what the matter is. He tells his friend that he wants to trade, but doesn’t know how to go about it. The man tells him that it’s very easy, but as he starts to explain, all he can hear is gibberish from his friend, who suddenly takes outlandish forms while speaking to him. The film aims to highlight ICICIDirect’s easy options feature.
The second film sees an employee trying to enjoy his cup of coffee. However, every time he tries to drink, he gets summoned by someone or the other at work. Towards the end, the film suggests that ICICI’s smart orders feature would automatically do all the tasks that Rahul is expected to do.
Deepak Saluja, head of marketing, ICICIDirect, said, “India’s burgeoning online investment platforms have seen a massive surge in demand, especially among younger, first time investors, as they lowered entry fees and made trading accessible. As a strategy it worked well initially, but as the category matures, investors start looking for long term impact and not view it as just another passing fad. We at ICICI Direct back our offering with research insights, helping investors make informed decisions and view trading as a serious investment option. As a platform, we want audiences to inculcate the habit of investing while making it fun. The new features added make the whole thing as easy and smart as swiping right or left on a dating app."
Asheesh Malhotra, executive director, Next by Rediffusion, said, “Getting investors on platforms is easy, but getting them to stay invested is another ball game. You need to create content that’s plugged into the young investors’ minds, speaks their language, and becomes their buddy not their daddy. The two TVCs created by Next by Rediffusion sharp focus on the consumer living a compromised and an overloaded work life, and those who simply lack knowledge when it comes to complex trading… executed in a light hearted manner with a touch of exaggerated humour.
Pramod Sharma, national creative director, Rediffusion, said, “In the execution algorithm ad, the consumer angst is highlighted through a simple insight of how trading could sound like Greek and Latin to the uninitiated. The second ad on easy options feature builds from the insight of the overburdened junior executive who is rammed from all directions, making him the office punching bag. The markets apps from ICICIDirect give our TG a click and trade option to continue investing while dealing with their day to day battles.”