SAMCO Securities, an online discount broker, has rolled out two films that look to communicate its fixed brokerage of Rs. 20.
The films have been conceptualised in-house and are themed around '#TheHardestBet'.
One film shows a man eating red chilies as he's surrounded by colleagues who are cheering him on. As his struggle comes to an end with one bowl being finished, it's refilled by a man who reveals the reason. The man eating the red chilies lost a bet. The bet was that the man would eat as many red chilies as the amount of brokerage he paid to purchase stocks. In this case he paid Rs. 5,000 while the friend paid only Rs. 20 on SAMCO.
Another film shows a cricketer enter the field to bat in boxers as he lost a similar bet.
Jimeet Modi, CEO, SAMCO Securities, said, "Storytelling is been at the forefront of our marketing efforts. Our TVCs inform audiences in an innovative storytelling format about the benefits of trading at flat Rs. 20 and attempts to capture the eyeball of every investor and trader in the stock market. The communication of the campaign clearly is to educate market participants of the message ‘Ab share market mein brokerage, 20 se jyaada mat dena’ and the creative team has done a great job in ensuring that the message is delivered, breaking through the clutter."
Chirag Joshi, head of marketing, SAMCO Securities, said, “Due to recent changes in the code of conduct of advertising we had to recreate our brand strategy overnight, reposition our brand and redo the entire marketing piece all over again. With so many advertisers from the Stock broking industry, we had to think of a campaign which helps SAMCO stand out, without using boring advertisement which typically makes BFSI sector look old and intimidating. Educate and entertain was the clear objective of our TVC."
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