Choice Equity Broking, the broking vertical of Choice International last year had done a campaign — ‘Investment Mein No Confusion.’ The aim is to make investing simpler, quicker, and free of confusion for everyone.
Even today, investors struggle with confusion, overthinking, and too many “What if?” scenarios. The campaign highlights how everyday decision-making can turn into a time-draining loop and how the same confusion often delays financial progress.
The campaign centres around the Choice FinX App, an investment platform designed to remove complexity and confusion from investing. With simple navigation, expert insights, and zero account opening charges, the app helps users move from confusion to confident action. The campaign includes three quirky, time-lapse-style films inspired by relatable moments where people waste precious time overthinking:
Medianews4u.com caught up with Choice Group Marketing Head Nitin Agarwal
Q. Choice Group’s aim is to be the most trusted financial companion. What is the gameplan for 2026?
In 2026, our focus is on deepening trust through consistency across product experience, communication, and service.
We are simplifying finance, investing in education-led initiatives, and strengthening our ecosystem for individuals . Trust will be earned through transparency, long-term thinking, and being present across every financial milestone.
Q. Will marketing in BFSI be more creative in 2026? Will customised journeys increase?
Absolutely. BFSI marketing is moving beyond generic messaging. In 2026, creativity will come from relevance—customised journeys based on life stages, financial maturity, and intent.
Storytelling, contextual content, and smarter segmentation will help brands connect emotionally while still remaining compliant and responsible.
Q. Will all marketing activities in 2026 be tied to business outcomes?
Yes, but outcomes will be defined more holistically. While performance metrics remain critical, brand trust, engagement quality, and long-term customer value will matter equally.
In BFSI, marketing must build confidence first, because sustainable business outcomes follow strong brand credibility and education-led engagement.
Q. How will marketing help Choice Group build trust and long-term relationships in 2026?
Marketing will act as a bridge between complexity and clarity. Through transparent communication, consistent education, and honest storytelling, we aim to empower users rather than push products.
Trust is built when customers feel informed, respected, and supported over time and not just converted.
Q. What campaigns and innovations can one expect? Key markets and TGs?
Expect education-led, tech-enabled campaigns that simplify investing and financial planning.
We will focus on retail investors, traders, and emerging affluent segments across Tier 1–3 markets. Innovation will come from format experimentation, smarter content distribution, and deeper integration between digital and on-ground initiatives.
Q. How important is taking creative risks? Can we expect more humour in 2026?
Creative risks are essential to stay relevant. BharoseKiChoice showed that humour, when used responsibly, can humanise finance.
In 2026, we will continue to experiment using wit, relatability, and storytelling—while staying aligned with trust, compliance, and brand maturity.
Q. What will the media mix look like in 2026 versus 2025?
Digital will continue to dominate, but traditional media will play a strategic role for credibility and scale. The mix will be sharper—digital for engagement and education, traditional for trust-building moments. The focus will shift from presence everywhere to impact where it matters most.
Q. Will short-form videos play a big role in simplifying finance?
Definitely. Short-form videos are powerful tools to break down complex financial concepts into relatable, digestible insights. In 2026, they will be used not just for reach, but for education—helping users understand before they decide, which is crucial in financial services.
Q. What will influencer marketing look like in 2026?
Influencer marketing will be more credibility-led than popularity-led. We will collaborate with subject-matter experts, educators, and finance-first creators who add real value. The focus will be on trust, authenticity, and long-term partnerships rather than one-off promotional content.
Q. Will podcasts and webinars grow in importance for thought leadership?
Yes. Podcasts, webinars, and long-form conversations allow depth, nuance, and credibility. In 2026, these platforms will be key for sharing informed perspectives, hosting meaningful debates, and positioning Choice as a knowledge-driven, future-focused financial partner.
Q. What role will AI play in sharpening campaign tone and consistency?
AI will help improve precision—ensuring messaging is consistent, contextual, and audience-relevant. It will support content optimisation, faster insights, and tone alignment across platforms. However, human judgment will remain central to maintain empathy, responsibility, and brand integrity.
Q. Is AI helping balance performance marketing and brand building?
Yes. AI enables better attribution, smarter targeting, and deeper understanding of user journeys. This allows performance and brand teams to work together rather than in silos. The result is more efficient spends without compromising long-term brand equity.
Q. How is Choice Group approaching Digital Data Protection Act compliance?
Data privacy is foundational to trust. Choice Group is proactively strengthening governance, systems, and internal processes to align with the Act.
Our approach goes beyond compliance—it’s about respecting user data, ensuring transparency, and embedding privacy-first thinking across all digital initiatives.
