Mumbai,Tuesday, July 14, 2020: Motilal Oswal Mutual Funds has launched a newTVC lead ad campaign - ‘Skin in the Game.’
Conceptualized by Mullen Lintas, the ''Skin in the Game'' propositionhelps demonstrate the conviction that the brand has in its product and a reasonwhy investors should trust the brand.
Ever since the inception of Motilal OswalMutual Fund; MOFSL promoters’ personal investments as well as the company''smoney (treasury funds) has been invested in their own Equity Mutual Funds. Somuch so that the company and its promoters are the largest investors in thecompany''s equity funds. In that sense, the company has the highest ‘skin in thegame’. Using the insight that when it comes totrust; actions speak louder than words; the campaign aims to highlight thisunique and powerful proposition
Thecreative idea is inspired by signs seen across various food outlets all overIndia. To instil confidence and trust, many restaurants put up a sign -"The owner of this restaurant also eats here". This acts as atestament to the conviction the owner has in the quality of food he serves.
Speaking on the film Ramnik Chhabra,Executive Director & Head, Marketing, Motilal Oswal Financial ServicesLimited (MOFSL) said,“When it comes to investing ingeneral and equity mutual funds in particular, the results of your choice areonly discernible in the future. To decide on which brand to select in thepresent for a positive future outcome; investors look for Trustmarks. Thiscampaign provides a strong reason to trust the Motilal Oswal brand. Our beliefin our equity expertise can be gauged from the fact that we eat our owncooking! ”
Overlayingthe now popular tone and manner and signature brand music of the Motilal Oswalfilms; the campaign would be promoted on business news channels, digital andsocial media.
Talkingabout the campaign execution and desired impact Garima Khandelwal, Executive Creative Director, Mullen Lintas, “To exhibit the extent of trustMotilal Oswal has in the product they sell, we thought to dramatise theopposite of it in a parallel industry. Borrowing from life and building from ananalogy of the same. It started with the sign at a restaurant that proudlyshows the belief in the food they serve by the owner advertising he consumingit to its patrons and the film was weaved around it to make the same parallelfor the promoters of the fund, as they themselves invest in the equity fundthat they promote, showing off their skin in the game. The ad was conceptualisedpre covid but executed post Covid, which made the execution journey memorable.”
Motilal Oswal Team
Ramnik Chhabra – ExecutiveDirector, Marketing
Charles Nadar – Vice President,Marketing
Pawan Kulkarni – AssistantManager, Marketing
Agency : Mullen Lintas
Creative: Garima Khandelwal,Azazul Haque, Ripanka Kalita, Ashwin Joharapurkar, Shashank Salaskar, ChandniDave, 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
For further details contact:
RohiniKute
Head,Corporate Communication,
MotilalOswal Financial Services
Mob+91 9820196838
Mail: rohini.kute@motilaloswal.com