Sharekhan's new campaign urges retail investors to ditch casual approaches in stock market

Sharekhan has unveiled a new campaign #TohMarketMeinMatAa.

Created by Fatmen Ideas and brought to life by ZigZag Films, the campaign urges retail investors, especially new entrants, to ditch the casual approaches to trading and investing for a more informed, and disciplined serious approach in the stock market.

The campaign highlights the casual approaches and upfront states that “If you are casual about the market, #TohMarketMeinMatAa to give retail investors the required wake up call about the need for  'Seriousness' in the stock market.

The campaign highlights the brand’s role in assisting people committed to consistently succeed in the market, encouraging them to ascend to become a  Market ka Sher'.

Jaideep Arora, CEO, Sharekhan (by BNP Paribas), said, “In my journey of over 25 years in the stock broking industry, from a trader to leading Sharekhan since 2016, I've seen firsthand the market's dual nature: it offers immense opportunities yet carries significant risks. It's not just about financial acumen; it's profoundly about attitude. A casual approach can lead to severe setbacks, a truth I've observed too often. However, the market is also a space of potential triumphs for those who approach it with seriousness, and unwavering commitment. For those casual about the market, my advice is reconsider your involvement. But if you're ready to embrace the market with the gravity it demands, we at Sharekhan are here to support and guide you towards success."

Danny Nathani, Chief Brand Officer, Sharekhan by BNP Paribas, said, " ‘What’s not good for the customer will never be good for business’ – a value that has guided Sharekhan for 23+ years is now again expressed truthfully in this campaign in order to cater to the current state of things in the category. This campaign showcases Sharekhan's commitment to improving trading & investing practices in India. It represents a much required move to reshape the narrative around stock market trading & investing, fostering a culture of informed and disciplined decision making. While the message is hard hitting, it's intentionally designed to be so given that its one’s hard earned savings at stake when entering the stock market”

Ashwin Varkey, Founder and Creative Head, Fatmen Ideas, said, “The idea to tell people to not enter the category was an interesting approach from the get go. It was a complete opposite of what the category seemed to be doing. That’s what I think everyone at Fatmen really tripped on. All credit to the brand and management team at Sharekhan for buying into this approach. And once this was through, bringing Sharekhan alive as a mythical tiger-human was fun”

Abhijit Sudhakar, Ad Film Director and Founder, Zig Zag Films said, “We jumped at the opportunity of doing this film for Sharekhan cause what's not to like about a talking tiger dancing in a music video. From a treatment point of view, while the film needed to look slick it was important to make sure that the messaging came out crystal clear and Sharekhan, the protagonist in the film, stood out as the hero. We kept the shot-taking and editing clean and let the characters and choreography bring out the energy in the video. Overall it was a challenging and fun experience and we'd like to thank Sharekhan and Fatmen for trusting us to execute this”

Sharekhan campaign:

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