Motilal Oswal Financial Services has rolled out a campaign through which it looks to position itself as an equity investing expert. The film has been conceptualised by Mullen Lintas.
Set to a catchy background song, the film shows several 'experts' in their respective fields going about their daily chores. These experts include a man in an office, who's extremely fast in applying a stamp to a bunch of papers, a group of construction workers at a site that get their job done effeciently, a chef at a restaurant cutting water melons and more.
A message at the end reads, 'If you focus on one thing for long enough, you master it. At Motilal Oswal, we have spent 30 years focusing only on equity. Think equity, think Motilal Oswal'.
Ramnik Chhabra, marketing director, Motilal Oswal, said, “Drive by our office at night and it will be lit green or red depending on how the stock markets have performed that day. Instead of ‘up-down’ buttons, our elevators have visuals of 'bulls' and 'bears'. We have one of the largest equity research departments in the industry. All the money of the company and promoters is invested only in equity. Needless to say; we are an ‘only equity focused’ investing house. This focus has helped us create a unique stock picking methodology (QGLP) to create wealth. The aim of the film is to, well; focus on this focus! And hence present Motilal Oswal as the equity expert you should think of if you are thinking about investing in equity.”
Garima Khandelwal, ECD, Mullen Lintas, said, “Let's celebrate skill, and the passion to do what you do every day and become the boss of it. The flair, rhythm and style makes it unique especially for the financial category. And that’s the contrast that excited us, for our clients. Motilal Oswal have mastered equity, and that is the single minded message we needed to put out loud and clear, hopefully entertaining all as they watch it.”
Ayyappan Raj, EVP-Mullen Lintas, added, “The client’s brief was quite simple and in a way very fundamental - we have been in the business of equity for 30 years and we’re really good at it. They pushed us to make this point in the most interesting way. What we’ve tried is exactly that, to make a point about how Motilal Oswal has been very successful with equity over the last thirty years. In a manner that’s fresh to the category and makes for enjoyable viewing. It was great working with the brand team on this campaign and they’ve been quite supportive of seeing this idea through in the best possible form.”
Along with this TVC, the campaign also consists of print, radio and digital legs.
Client: Motilal Oswal
Team: Ramnik Chhabra, Charles Nadar
Creative agency: Mullen Lintas Mumbai
NCD: Shriram Iyer
Creative team: Garima Khandelwal, Satish Sethumadhavan, Angud Bhalla, Trishna Parkash, Ripanka Kalita
Account management: Ayyappan Raj, Manish Somani, Akshata Krishnamurthy
Planning: Ekta Relan, Pallavi Bhosale
Production House (Director): Nirvana Films (Kishore Aiyyar)