Advertising agency Sideways Consultancy has recently collaborated with FinTech company Groww for its ad campaign revolving around the philosophy of talking to fence-sitters, the ones who think about investing but procrastinate in taking the initial step.
Groww an investing platform where users can easily invest in the stock market and mutual funds came up with the idea of communicating the nuances of investment, share market, mutual funds to the layman who always thinks of investing but has never taken an actual step.
Sideways Consulting conceptualised two ads for the company to communicate this message to the audience and to encourage them to invest.
The ads talk about various terms in the investment universe such as Nifty, Mutual Funds, Portfolio, Stock, etc wherein the subject is unaware of the same and thereby convincing them to sign up for Groww and enter the world of investment. Sideways’ approach for the ad was to bring in an audience which is not traditionally pictured as investors yet it is important that they learn the language of investment as the world is growing and more people are getting involved in the investing industry.
Abhijit Avasthi, Co-Founder, Sideways Consulting, said, “Across India, interest in investing has grown exponentially in the past couple of years and hence a thousand players are putting out their offerings but somehow most sound similar. It is now critical to start building a unique, fresh voice for every brand. To break clutter and stand out in an endearing way, that is relatable to the masses was what inspired the idea of ‘language of investing’.”
Harsh Jain, Co-Founder, Chief Operating Officer, Groww, said, “One of the reasons people feel apprehensive about investing is they think that investing is only for the experts. We needed to reach out to these fence sitters in our effort to democratise investing for all. The fact that now everyone can learn the language of investing and Groww is happy to be part of that journey with them. Sideways has helped express these points across in their conceptualisation of the films and Groww is happy to have partnered with them in this endeavour.”
Leadership: Abhijit Avasthi - Co-founder, Sonali Sehgal - Co-founder
Strategy: Rahul Jain, Srishti Agarwal
Creative: Sameer Sojwal, Misht Srivastava
Account Management: Kunal Rasania, Neal Kalianiwala, Amit Saikia