How Motilal Oswal is customising communication with AI-driven programmatic models

Motilal Oswal Financial Services recently rolled out a quirky campaign, titled ‘The Man From Motilal Oswal’, which encapsulated the brand essence and USP of MOFSL for providing insights backed by research and building strong relationships. The campaign narrates how ‘The Man From Motilal Oswal’ is back, showing how he does not offer investment tips but solid advice, emphasizing the fact that one should not forget the ‘3 R’s of Investment’ – Research, Research, and Research. He reinforces the fact that he is the go-to person for all things investing, advising an investor later that trading is T20, investing is test cricket, and that one should not confuse between the two. Further, he says how investing is not an affair, but a relationship. The ad concludes by depicting how solid research is the foundation of solid relationships.

Watch the ad film here:

Motilal Oswal Financial Services also took a unique step by revamping its Instagram presence, with the removal of its display picture, bio, and more than around 4,000 posts. This generated much curiosity and discussion amongst the financial industry. Later, a social media teaser featuring a silhouette with a dapper hat and cryptic captions was launched. Cryptic audio notes were also shared to build interest before the campaign launch.

Recently, Motilal Oswal Wealth Management has also launched ‘Growth Ka Chashma’, which is the first AI-powered Growth Lens in India, designed for empowering modern investors to line up recommended stocks and sectors with just a snap supported by the research expertise of Motilal Oswal.

Motilal Oswal Financial Services also announced the launch of their ‘Wealthline’ number, 9234592345, a helpline for investors all across India. Wealthline is a one-stop destination for getting one’s queries resolved prior to beginning their investment journey. This initiative highlights the commitment of Motilal Oswal to assist its clients with complete investment advisory.

In conversation with Adgully, Sandeep Walunj, Group CMO, Motilal Oswal Financial Services Limited, speaks at length on the core thought and concept behind the ‘The Man From Motilal Oswal’ campaign, the message it is conveying, the marketing/ media mix strategy of the campaign and the TG for it, the current state of investment research and financial literacy in India and more.

Could you tell us about the concept and the core thought behind the ‘The Man From Motilal Oswal’ campaign?

‘The Man From Motilal Oswal’ embodies the philosophy that investing is a serious activity and must be done with proper research and preferably, under expert advice. This stems from the urgent need to educate millions of investors who are jumping on the investing bandwagon thanks to the ease of new-age apps; but forget that solid research and advice is far more critical than just a fancy app. As the trusted leaders with deep expertise who have seen many market cycles; we want to take the onus to caution these investors and show the path to proper investing by offering them the WealthLine – 92345 92345 to get solid advice.  The goal, therefore, is to handhold investors towards making informed decisions that are backed by solid research and may lead to more assured long-term wealth creation.

What is the message that the campaign is trying to convey?

The core message – ‘Don’t fall for easy tips, trust solid advice’ – is backed by world-class research, infallible integrity, and years of experience in guiding investors' is the primary message. Equally importantly, the campaign also highlights the most important driver of success in investing by saying ‘Never forget the three ‘R’s of investing – Research, Research and Research!’. Interestingly and very creatively, the research message is delivered with a lot of gravitas through a first-ever cameo by the doyen of research – Mr Raamdeo Agrawal. As a Call to Action, it offers a helpline – ‘Wealthline’ number, 92345 92345, to help investors throughout India invest with proper guidance and research.

What is the marketing/ media mix strategy of the campaign and the TG for it?

It’s a 360° multimedia campaign featured across broadcast, print, OOH displays, and digital platforms. The campaign primarily addresses retail equity market investors. Television is kept focused on leading business and news channels. Print is a careful mix of leading business, English, and vernacular newspapers that cater to the core audience. Outdoor is strategically used along key roads and junctions to reinforce the message further. Social and Digital rounds us the campaign by being visible contextually and selectively.

How is Motilal Oswal leveraging AI, digital media, and technology to promote the new campaign?

We have used state-of-the-art technologies to customize the communication for key franchise partners and other associates. AI-driven programmatic models ensure that digital ads are shown to the right people, at the right time, and alongside the right content. Custom-made filters and VR technology were used to provide an immersive experience to attendees, walk-in customers, and employees at various venues throughout the country.

What are your observations on the current state of investment research and financial literacy in India?

Financial literacy and, more specifically, retail participation in the market is growing at a rapid pace, driven largely by the rising aspirations of Indians, which in turn is fuelled by significant economic and market growth in India. The confident investor today is also more open to investing risks compared to a few years ago. However there is a dire need for investor sensitization towards basing their investing decisions on solid advice and in-depth research. Because the rapid deployment of technology as well as the easing of processes have introduced new risks in the form of quick and easy investment avenues that encourage investing basis flimsy tips rather than thorough advice and behind a well-conceived investing plan. This is why, amid a sea of app-based investment options, ‘The Man from Motilal Oswal’ aims to preserve the true, research-backed essence of investing wisely.

What kind of research went behind the latest campaign by Motilal Oswal?

A lot of qualitative as well as quantitative research of self and competition investors, detailed conversations with channel partners as well as market experts, and detailed analysis of investor calls formed the foundation from which this campaign has emerged. Past and present investors, traders, and potential investors shared with details of their ambitions, hopes, wants, needs, and disappointments. All this information was carefully analyzed using advanced research techniques to arrive at key consumer insights; on which this campaign is based.

How has the traction received out of the campaign and to what extent the marketing objectives have been fulfilled?

Millions of investors are watching and interacting with our content. Thousands of calls are being handled by our WealthLine. Apart from this, a number of channel partners as well as online sales teams are reporting high-quality interactions with potential customers, and more importantly, hundreds of investors are taking our help to invest scientifically; backed by solid research and solid relationships.