It takes a lot for any brand with a narrow consumer base to shift gears and target the masses. Motolal Oswal’s #TheOnlyTIP campaign seems to have done just; targeting the retail investor base for the first time.
The prelude to the campaign however, was ‘Think Equity. Think Motilal Oswal’, a brand film that communicates – expertise through experience. Thereby, communicating with those who were aware about Motilal Oswal, and the ones who weren’t; a great prep to launch the larger campaign around Target Investment Plan, dubbed as TIP.
Watch the prelude:
While there have been dozens of campaigns attempting to make Mutual Funds and SIP appealing to the small-ticket investors; the TIP story starts with a strong insight on how people love giving unsolicited, useless advice in various situations, investments being one of them.
Watch the new Ultimate TIP ad:
Malika Dua does a fine job in communicating the contrast between useless tips and the only tip one needs when it comes to investments. TIP landing page, which essentially is an investment calculator that understands your financial goals and risk appetite to recommend a mix of investments options that suits you; has been packaged in fresh way to make the potential investor consider the offering, the key being customised ‘content’.
The Goal Summary page on the Motilal Oswal website is the highlight here, giving a snapshot of how an investment of X amount every month help you reach the goals you’ve defined within the specified period. The scheme bifurcation makes one feel that the offering has been tailored for them, thereby increasing the chances of conversion.
Overall, Motilal Oswal’s approach for targeting the retail investors seems to have hit the right note with the help of a digital film that features a digital celebrity, leading to a landing page that’s built to convert potential consumers. On creative front, the ‘tip dene ka virus’ did remind me of the decade old K.I.L.B (Kum Insuarance Lene ki Bimari) by Aegon Religare, but rest of the story does seem fresh and humorous; a much needed shift in the otherwise serious BFSI segment.
Campaign credits:
Client: Motilal Oswal
Team: Ramnik Chhabra, Charles Nadar
Agency: Mullen Lintas Mumbai
Creative: Shriram Iyer, 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)