Sharekhan challenges 'money doesn't grow on trees' premise for Espresso

Watch the film conceptualised by The Rabbit Hole here

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Sharekhan has rolled out a film for its new discount broking brand Espresso.

Conceptualised by The Rabbit Hole, the film aims to highlight the premise of ‘paise ped pe nahi ugte’, (money doesn't grow on trees) to introduce Espresso’s 'pay-only-when-you-profit-pricing' model. It shows the journey of the protagonist from childhood where his father persistently advises him to be wise with his spending and reminds him that ‘paise ped pe nahi ugte’. When he grows up he becomes a scientist and starts working on a new experiment in his laboratory, to create a formula to make money grow on trees. Unfortunately, on the day of the launch the experiment tragically fails, re-emphasising , that ‘paise ped pe nahi ugte’.

Danny Nathani, chief brand officer, Sharekhan, added, “With this film the FoxyMoron and The Rabbit Hole teams, as well as Vibhu Puri, have done justice to our new brand launch, by giving it the required freshness, in terms of the script, the film’s look and the track. We hope it strikes the right chord with the new generation of traders and investors that Espresso wants to become the brand of choice for.”

Rishabh Khatter, business head, The Rabbit Hole, said, “During the initial days of the lockdown Sharekhan came to us for a video solution that perfectly captured the value proposition of their new brand, Espresso. We decided to tell a story with a relatable message that would resonate with every Indian, and hold true not just for traders and investors, but would also entice those thinking about entering the world of investing in general. When we started brainstorming, we concluded there was one lesson about money that was unanimously imparted by every Indian parent to their children, and that is to value every rupee, as money doesn't grow on trees. Thus we came up with the communication 'paise ped pe nahi ugte' and created a story around it. We took months to prepare and adapted to all the new challenges of shooting and managing a production unit in the midst of a pandemic."

CREDITS:

Brand: Espresso

CEO - Sharekhan: Jaideep Arora

Director and head brand and comms: Jean Christophe

Chief customer officer - Espresso: R. Kalyanaraman

Chief brand officer: Danny Nathani

Senior manager - brand and comms, Espresso: Muzzammil Syed

Video agency and production house: The Rabbit Hole

Director: Vibhu Puri

Executive producer: Rishabh Khatter

Production HOD: Dipro Ghosal

Creative agency: FoxyMoron