Poor Quality Hurts Posted on | Campaign India


Motilal Oswal Financial Services has released a new campaign which looks to build on its positioning as an ‘equity investing expert’.

The campaign has been conceptualised by Mullen Lintas and consists of a film which focusses on investing in quality stocks in your portfolio. The light-hearted film part of the campaign equates this to scenarios where a poor quality product may work in the short run but gives way in the long run.

Ramnik Chhabra, director – marketing, MOFSL, said, “It is important to focus on quality. Especially in pessimistic or exuberant times when one can get carried away and invest in poor quality stocks. This is sure to hurt in the long term. This is what we are advising through this ad campaign as well.”

Garima Khandelwal and Azazul Haque, CCOs, Mullen Lintas, said, “Motilal Oswal now has a tonality that’s undeniably distinct and it’s pure joy to arrive and execute the brand message using an insight that lands it surprisingly. Motilal Oswal has established its focus on equity with the first set of campaigns, and we now wanted to communicate the legacy of quality in its equity portfolio and the relevance of the same in times where if the market spikes, one can only profit if the equity portfolio is of good quality. The creative idea is of epic fails, where things with bad quality failing hurts really bad, just as bad as having an equity portfolio that’s not good quality.”

CREDITS:
Client: Motilal Oswal
Financial Services Client team: Ramnik Chhabra – director marketing and Charles Nadar, VP – marketing
Creative agency: Mullen Lintas
Creative team: Garima Khandelwal, Azazul Haque, Ripanka Kalita, Ashwin Joharapurkar, Shashank Salaskar, Chandni Dave, Johns Joy
Account management: Vikas Mehta, Priya Balan, Miloni Shah
Planning: Ekta Relan
Films (agency): Satyajit Ganu
Production house: Earlyman Films
Director: Abhinav Pratiman

This article was originally published on Campaign India