Prabhakar Tiwari on how AI-powered predictive models facilitate customised media planning

As a trailblazing player in the fintech industry, Angel One has been dedicated to delivering cutting-edge solutions that redefine investor experiences. The #SuperIsHere campaign encapsulates this commitment, introducing a Super App that promises unparalleled speed, security, and reliability for smart investing. The vibrant visuals and captivating narrative of the campaign are the result of a strategic collaboration with the Swedish director Anders Forsman. In this exclusive interview, Prabhakar Tiwari, CGO, Angel One Ltd, sheds light on the campaign’s inception, the awe-inspiring collaboration, and the remarkable journey of bringing innovation to life.

Could you share some insights on AI-powered #SuperIsHere campaign and the collaboration with Anders Forsman, the Swedish director? How was the experience of working together?

As a product-oriented fintech business, our primary emphasis has been on introducing a Super App that embodies our product philosophy centred around speed, security and reliability. This Super App will serve as the cornerstone for delivering diverse and curated client journeys across various asset classes. #SuperIsHere campaign brings alive that excitement and announcer feel of a new product in the market with a promise of being the ‘SuperApp for Smart Investing’. The film illustrates the Super App’s extraordinary potential through the mesmerising use of orange light, symbolising a source of superpower that emanates from the Angel One logo Monolith, reaching every corner of India.

Anders Forsman has an impressive portfolio, which includes recent campaigns from top brands in the BFSI category. His familiarity with the industry and his adeptness in capturing the nuances of Indian investors and traders at scale enriched the film’s narrative.

Our collaboration with Mr Anders and team was pivotal in bringing our vision to life with a captivating visual narrative. They captured the essence and revolutionary impact of the app in the investment landscape just the way we wanted.

The #SuperIsHere campaign seems to be a comprehensive and technology-driven approach. Could you tell us about the different activities planned for this campaign?

Our approach with the #SuperIsHere campaign is rooted in our understanding of a digitally native target audience. The campaign is all about active engagement, leveraging technology to create an impactful and immersive experience. The digital-first strategy was crystal clear from the beginning: it’s not just a campaign; it’s a movement that has to resonate with our tech-savvy audience. We have crafted a variety of digital-first campaign touchpoints that are strategically disseminated in phases. We carefully selected influencers, harnessed the power of social media posts, integrated AR filters, employed QR technology and embraced X hashtags. Given our focus on hyper-localisation and engagement with specific interest groups within Tier 2, 3 and beyond cities, a digital-first strategy becomes imperative. The younger investor expects a seamless and smooth experience from an investing app. The campaign tries to highlight the speed, security and reliability, enabled by the tech-first approach of Angel One’s Super App.

What was the main objective of the #SuperIsHere campaign, and who is the target audience you are aiming to reach with this campaign?

The primary aim of the campaign is to shine a spotlight on Angel One’s revolutionary cutting edge tech pivot that harnesses the power of data and technology around smart investing for every Indian. The genesis of #SuperIsHere campaign was rooted in the recognition of a transformative moment. We saw an opportunity to make investing simple and accessible, backed by our Super App’s exceptional capabilities. This campaign emerged as a testament of our drive to maintain the spot of a market leader and pave the way for a new era in investing. This strengthens our position as a fintech leader through our proposition that combines expertise, legacy and cutting-edge technology. Our target audience encompasses a diverse spectrum. Our goal was to connect with traders, investors and potential clients across the country. This includes both seasoned traders seeking a comprehensive platform and newcomers hesitating to dive into investing.

Most of the clients we acquire are Gen Z and young millennials, with nearly 90 per cent of them coming from Tier 2, 3 and beyond cities, with approximately 85 per cent being newcomers to capital markets. Our core demographic hails from suburban India and displays a strong inclination towards investing in financial assets in addition to other asset classes.

The campaign emphasises on attracting first-time investors to experience Angel One’s Super App. How do you plan to achieve this and make the onboarding process seamless for them?

Certainly, our platform places a strong emphasis on providing a smooth experience for clients during the KYC journey. Our onboarding process is designed for easy, self-guided completion of KYC, and for clients who require assistance, we offer an assisted model as well. Our intuitive user interface makes navigation and interactions hassle-free. With our in-house technology and strategic ecosystem partnerships, we aim to minimise the amount of information clients need to input, resulting in fewer steps and reduced friction. This approach not only elevates the client experience but also establishes a foundation of trust and satisfaction from the outset.

AI plays a significant role in this campaign. Could you explain how AI is leveraged to analyse market trends and consumer behaviour data for more effective campaign strategies?

AI usage assumed a central role within this campaign, leveraging its inherent capabilities to analyse market trends and consumer behaviour data, resulting in more impactful campaign strategies. AI’s involvement in the campaign can be broadly categorised into media planning, creative processes and the scaling of social media content.

AI-powered predictive models enable us to anticipate potential outcomes using historical data, thus facilitating customised media planning. This data-centric approach reduces uncertainty and heightens the accuracy of media targeting and execution. Our leverage of Xaxis Co-pilot for AI-driven campaign optimisation exemplifies this strategy.

Moreover, AI equips us to tailor campaigns by segmenting our audience, ensuring the precise message reaches the appropriate recipients at optimal times. The ability to monitor campaign performance in real-time empowers us to swiftly adjust strategies, thereby maximising effectiveness. Notably, we employed GenAI tools for copy development, Adobe GenAI for crafting various icons, including the Angel Monolith and Google AI for voiceovers.

In essence, AI’s capacity to translate data into actionable insights empowers us to formulate campaign strategies and to generate content that are both more efficient and precisely targeted, yielding superior outcomes and enhanced engagement.

The campaign focuses on engaging diverse audiences across geographies. Could you share some specific strategies or tactics used to achieve this level of engagement?

We conducted thorough research encompassing diverse demographics and regions to ascertain the optimal approach for tailoring our message on a national scale. Given the digitally-centered nature of the campaign, we embraced the chance to utilise the latest technology and AI in our campaign extensions, thereby fostering interactive communication rather than passive content. Our campaign is meticulously crafted to strike a chord with individuals across India, who seek a simple and smart investment method accessible from anywhere. We harnessed a variety of regional audio, video and image content generated through both AI and human efforts. Our brand film integrates thoughtfully selected symbols from every corner of the nation to accentuate our relevance as India’s SuperApp.

The Super App is tailored for young investors. How do you ensure that the campaign effectively resonates with this specific target group?

At the core of the #SuperIsHere campaign lies our superior understanding of a digitally native target audience. The campaign’s objective is to inspire and equip young investors nationwide to harness data and technology's potential in their wealth-building journey through the Angel One Super App. Hence, emphasizing the Super App’s unique and indispensable attributes – speed, security and reliability – is paramount.

As shared earlier, our client base is predominantly composed of Gen Z and young millennials, with nearly 90 percent coming from Tier 2, 3 and beyond cities. Executed on a substantial scale, the SuperApp campaign incorporates numerous innovations in collaboration with esteemed partners, including Google, Meta, GroupM and Leo Burnett.

Our TV media strategy centers around well-recognized business news and Hindi news channels. We've also forged strategic alliances with platforms such as YouTube, OTT platforms and youth content platforms like TVF. To amplify engagement in our target regions, we have plans for mall activations featuring anamorphic outdoor videos with QR codes facilitating app downloads.

In essence, the campaign’s resonance with young investors has been achieved through personalisation, user-generated content, influencer collaborations, interactive elements and a community-based approach.

The #SuperIsHere campaign leverages social media posts, AR filters, QR integration and X hashtags. Could you explain the rationale behind choosing these channels and how they contribute to the campaign’s success?

Our approach with the #SuperIsHere campaign is rooted in our understanding of a digitally native target audience. We’re all about active engagement, leveraging technology to create an impactful and immersive experience. We carefully harnessed the power of social media posts, integrated AR filters, employed QR technology and embraced X hashtags. Our rationale for choosing these channels is simple – our audience lives and breathes on these platforms. They’re not passive observers but active participants. We wanted to cover all fronts, ensuring our campaign becomes a benchmark in the fintech sector. The X hashtags are like a digital rallying cry, uniting our audience under the #SuperIsHere banner. This holistic approach was our key to scaling this campaign to the monumental levels we envisioned and making sure it leaves an indelible mark on young Indians.

As the Chief Growth Officer, how do you measure the success of the #SuperIsHere campaign? Are there any specific metrics or KPIs you are using to evaluate its performance?

My role requires me to strike a balance between achieving short-term sales targets and building a trusted fintech brand that clients adore over the long term.

This is why we have employed diverse metrics and key performance indicators (KPIs) to assess the success of the #SuperIsHere campaign. Among these metrics, those concerning top-of-the-funnel aspects such as impressions, views and website traffic, offer insights into the campaign's visibility. High engagement metrics coupled with client behaviour analysis, the growth of our social media following and sentiment analysis, collectively indicate the campaign’s resonance with our audience.

Furthermore, we gauge the campaign’s immediate effectiveness by assessing conversion rates and scale that reflect its impact on short-term business outcomes. However, it is the lift in brand consideration scores and the impact on key imagery parameters that underpin the campaign’s long-term business value.

This robust array of metrics enables us to make informed choices, optimize strategies and consistently refine our tactics, for achieving the campaign’s overarching growth objectives.

What impact do you expect the #SuperIsHere campaign to have on Angel One’s brand positioning and market reach?

The #SuperIsHere campaign cements our leadership in the fintech space, combining our legacy with cutting-edge advancements. Our north star, which is to become the go-to fintech brand empowering a billion lives, by leveraging the power of data and tech, is at the core of our brand strategy and conveyed through this campaign. It’s a declaration that we’re not just part of the evolution but at the forefront of India’s financial transformation. When it comes to market reach, our expectations are high. With over 1.5+ crore Indians already part of our client base, we’re certain that the #SuperIsHere campaign will not only deepen our engagement with them but also attract new clients who seek a ‘SuperApp for Smart Investing’.