Mumba: Anand Rathi Share and Stock Brokers Limited, a leading player in India’s financial services industry, has launched a new digital campaign titled ‘Sahi Guidance’, bringing a refreshing dose of humour to investment communication. Breaking away from the traditionally sombre tone of BFSI advertising, the in-house scripted campaign uses short, “snackable” video formats to address the serious challenges of stock market volatility and misinformation through a relatable and entertaining lens.
Produced in collaboration with creative agency Bandstand Collective, the three-film series features recurring characters Bunny and Ishani placed in everyday settings—from a food truck to a living room—where common investment anxieties spiral into exaggerated daydreams. From Bunny imagining himself as a courtroom advocate dramatically shouting “Loss pe Loss” to an over-the-top 80s-style monologue on the importance of guidance, the campaign uses humour to underline a clear message: successful investing is driven by research and expertise, not random social media noise.
The Power of Three
At the core of the campaign is Anand Rathi’s focus on the three fundamental pillars of sound investing that apply to both new-age and seasoned investors:
- Where to invest
- At what price to invest
- How long to invest
Through the ‘Sahi Guidance’ narrative, Anand Rathi positions itself as a trusted partner in answering these critical questions, backed by over three decades of market experience and a legacy of navigating multiple market cycles.
Commenting on the campaign, Devang Mehta, CMO at Anand Rathi Group, said, “In an era of viral ‘tips’ and social media noise, we wanted to remind investors that Investments in stock markets is a disciplined science, not a guessing game. By using humorous tropes that are deeply embedded in our culture, we’ve made the core principles of research-backed investing accessible and entertaining. Our goal is to empower our TG to stop relying on random advice and instead lean on the 30 years of expertise and expert research that Anand Rathi brings to the table.”
Tuhin, Co-founder & Chief Creative at Bandstand Collective, added, “Working with Anand Rathi allowed us to push the creative boundaries of financial advertising. We focused on creating quick, high-energy content that resonates with today’s digital-first audience. By blending relatable frustrations with over-the-top cinematic moments, we’ve ensured that the message of ‘Sahi Guidance’ isn’t just heard, but remembered.”
Campaign Features
The campaign also directs viewers to the Anand Rathi platform, spotlighting a range of tools designed for today’s modern investor, including:
- Phygital and digital plans for flexible investing
- Ready-made expert stock baskets for simplified portfolio creation
- An easy-to-use app for seamless execution
The ‘Sahi Guidance’ campaign is now live across all major digital and social media platforms.
