As we grow up, we get to hear different types of advice from different quarters in every phase of life. When it comes to financial decisions, the variety of advice leaves us all the more confused. Taking the insight from this attitude of Indians, Sharekhan suggests us to take our own financial decisions. In line with its Vision 2020, Sharekhan has launched its multi-channel advertising campaign aimed at resonating with young and tech-savvy investors who look for greater control over investment decision-making.
Sharekhan intends to tap the changing mindset of potential investors by understanding new behaviour trends. The concept ‘Apna finance apne kabu mein kar, Sharekhan kar’ takes into account the behaviour of investors who are keen on learning and understanding the ‘why’ and ‘what’ of investments before taking a decision. Through its two television advertisements, the campaign portrays the journey of an uninformed investor and the hurdles that come on the way. Sharekhan encourages customers to take charge of their wealth and helps them to determine their financial goals and life goals in the long run.
Jaideep Arora, CEO, Sharekhan, said, “India is a country of inherent savers, but people’s mindset is changing and their opinions on managing money are also changing fast. Young adults, who are a fast-growing group of investors, are always looking for technology-enabled solutions. Sharekhan aims to meet this need by providing a cutting-edge digital trading platform for investments.”
Jean-Christophe Gougeon, Director and Head of Brand and Investment Solutions, Sharekhan, said, “Our campaign is a humorous depiction of the challenges faced by young Indian investors. The investment decision is often influenced by the advice of peers, colleagues or family members. Sharekhan fills the gap by empowering investors with knowledge to do what is best for their money and provides them the means to do it.”
Conceptualised by Salmon&Co, the campaign will run across all media channels – TV, digital, print and out of home, making it one of the biggest integrated brand campaigns in the category. The campaign will run on more than 40 TV channels comprising Hindi/ English business and general news, Hindi and English movie channels, English GECs, and regional channels in five languages – Kannada, Telugu, Tamil, Bengali and Gujarati. It will be widely seen online on leading business, news and general websites. The OOH campaign will be displayed across India’s busiest airports of Mumbai, Delhi, Bangalore, Kolkata, Chennai and Hyderabad through over 200 digital and static screens. The full and half-page print advertisements will be carried across major publications.
Dhanashree Sant, Co-founder, Salmon&Co said, “Today’s youth is confused when it comes to taking financial decisions. We figured out that if we want to talk to the young adults, we need to connect with them, understand them and reflect their sentiments so that they sit up and take notice. Fortunately for us Sharekhan believed in the same philosophy. We matched 17 years of Sharekhan data on investment attitude with an undeniable insight that every Indian relates to – all our lives we’ve been ‘told to do stuff’ and we’ve obliged without really understanding the why and how behind it. The aim of this entire 360 degree campaign is to get our generation to understand that financial decisions are too important to leave to anyone else. Whether you are 25 or 45, ‘now’ is the time to take charge of the finances."
Coinciding with the launch of the campaign, Sharekhan has also launched its new website with some interesting features. These include Neo-the robo advisor, an investment cart-to add, monitor and buy favourite stocks and an education section. A feature called the ‘Opportunity of the day’ provides handpicked opportunities for customers to make the most of the market each day.
Creative Team: Anupama Kulkarni, Navin Chapade, Prathamesh Bhanap, Vipul Bhandari
Client Services Director: Sapan Satia
Planning Director: Nazneen Dharamsey
Production House: Opticus Inc
Director: Navin Chapade
Executive Producer: Sanjay Shetty