Launches a series of 4 different TVCs taking innovative testimonial route to reach the masses
Neha S | Delhi | April 6, 2011
Angel Broking, one of Indiaâs premium stock broking firms with Leading Advertising Agency Publicis Capital rolled out its new Campaign with a series of 4 different ads, each highlighting a different Experience of an Investor. The campaign uses multiplicity as an insight as well as a story telling device with the stories centered around research and advice, the core strengths of the brand. Communications has always been an Integral part of Angelâs business strategy and what better way to reach the Target Audience then their own Testimonials. The Campaign has managed to capture an impressive set of an investorâs real time experiences in a straightforward manner with a compelling style.
The brief was simple, to create sincere testimonials rooted in real insights and to give the brand a unique visual identity. The campaign stems from the fact that all have multidimensional personalities. Not only different from each other; but different within themselves too. It was important for a testimonial to capture this multiplicity. By showing different moods and conflicts within the investor as manifestations of himself, the agency found an interesting way to bring it alive.
Commenting on the campaign, Vivek Nayyar, Sr. Creative Director, Publicis Capital Mumbai, says, âFinancial advertising today seems saturated with exaggerated humour or emotion. There is a general shyness in talking about what the experts really do or in focusing on an investorâs real experience. We felt it was time for some straight talk. Investors are looking for experts who make sense, not tall claims.â
Tanuja Goyal, ACD, adds, âThe task here was twofold â to create sincere testimonials rooted in real insights and to give the brand a unique visual identity. The campaign stems from the fact that we are all multidimensional personalities. We are not only different from each other; weâre different within ourselves too. Just look at 2ndlife.com. We felt it was important for a testimonial to capture this multiplicity. By showing different moods and conflicts within the investor as manifestations of himself, we found an interesting way to bring it alive.â Amit Majumdar ED and Chief Strategy officer, Angel Broking, comments, âThis campaign we believe, will set new benchmarks in financial advertising. We wanted a testimonial that has the gravity of the message while ensuring that it has the cut though in the highly cluttered financial space. I believe that we have managed it well.â
Credits: Agency: Publicis Capital Mumbai Creative: Vivek Nayyar (Executive Creative Director), Tanuja Goyal (Associate Creative Director) Account Management: Madan Mohan (Executive Vice President), Aroon Ramchandran (Associate Account Director) Films: Hozefa Alibhai (Films Head), Beety Bhuyan (Films Executive) Production House: Little Lamb Films Pvt. Ltd. Director: Bauddhayan Mukherji Production Planning: Vishal Patel, Monalisa Mukherji DOP: Sejal Shah
Music: Vipin Mishra, R. Anand Post Production and Motion Control: Prime Focus
Editor: Ravi Sharma Little Lamb Team: Kedhhar Barve, Barkha Sawhney, Naveen Pun, Luke Sydney, Priyanka More.
bad editor... simple and straightforward...nothing new...