Motilal Oswal Mutual Funds has rolled out a film through which it looks to convince viewers to invest in the brand.
Conceptualised by Mullen Lintas, the film shows several restaurant owners not eating food cooked at their premise. They either call in for food from other restaurants or get it from their house. The message is that one must not trust an owner who doesn't eat what he serves which is linked to equity funds - trust the owners who invest in their own equity funds. The soundtrack for the film is the brand's signature music.
Ramnik Chhabra, executive director and head, marketing, Motilal Oswal Financial Services, said, “When it comes to investing in general and equity mutual funds in particular, the results of your choice are only discernible in the future. To decide on which brand to select in the present for a positive future outcome; investors look for trustmarks. This campaign provides a strong reason to trust the Motilal Oswal brand. Our belief in our equity expertise can be gauged from the fact that we eat our own cooking!”
Garima Khandelwal, executive creative director, Mullen Lintas, said, “To exhibit the extent of trust Motilal Oswal has in the product they sell, we thought to dramatise the opposite of it in a parallel industry. Borrowing from life and building from an analogy of the same. It started with the sign at a restaurant that proudly shows the belief in the food they serve by the owner advertising he consuming it to its patrons and the film was weaved around it to make the same parallel for the promoters of the fund, as they themselves invest in the equity fund that they promote, showing off their skin in the game. The ad was conceptualised pre covid but executed post Covid, which made the execution journey memorable.”
Client: Motilal Oswal
Executive director - marketing: Ramnik Chhabra
VP - marketing: Charles Nadar
Creative agency: Mullen Lintas
Creative: Garima Khandelwal, Azazul Haque, Ripanka Kalita, Ashwin Joharapurkar, Shashank Salaskar, Chandni Dave, Johns Joy, Pintu Bisoyi, Aswirbaad Das
Account management: Hari Krishnan, Priya Balan, Samir Sagar, Miloni Shah
Planning: Ekta Relan
Production house: Nirvana Films
Director: Kishore Iyer