Brand: Motilal Oswal
Brand owner: Motilal Oswal Financial Services Ltd
Lead agency: MullenLowe Lintas Group, India
Industries: Financial services (general)
Media channels: Social media, Television
Budget: Up to 500k
In the fast-changing world of consumers and brands, where entertainment is a currency that consumers seek even in communication messages, the category of financial services was still stuck with either the typical over-the-top emotional advertisements or uptight communication.
Then there came a brand, Motilal Oswal, which set a new benchmark in the category's communication. Motilal Oswal was a 30-year-old Indian company offering a diverse range of financial services and competing with players of all sizes.
It moved away from the proposition of 'Solid research. Solid advice.' to establish itself as the expert in equity. Given its singular focus on equity, nobody but Motilal Oswal could claim this position.