Earlier this year VT Markets, a multi-asset broker, celebrated its ongoing partnership with Newcastle United, and marking the start of the new football season with the release of its latest brand film.
The film highlights the evolution of VT Markets’ partnership with Newcastle United as it enters its second year, showcasing the shared values that are essential qualities for success both on the pitch and in the world of trading.
Titled ‘Together, Into Tomorrow’, the brand film looks to reinforce the strength of the VT Markets and Newcastle United partnership, showcasing how these core values fuel success in both football and financial markets. This collaboration has already expanded both brands’ reach, increased engagement, and connected with new audiences, making a lasting impact.
Medianews4u.com caught up Dandelyn Koh, Global Brand & PR Lead at VT Markets
Q. From a marketing perspective, what are focus areas and priorities for the company in India in the coming three years?
Our focus for India is hyperlocalisation. We recognize that India is a diverse market, and success here means going beyond translation to create campaigns that truly resonate with regional audiences.
A strong example of this approach was our “Trading Can Be Easy” campaign in South Asia, which demonstrated how powerful localized storytelling can be. In the coming three years, we will build on this philosophy to strengthen our digital presence, raise brand awareness, and position VT Markets as a trusted broker in the region.
Q. What marketing activations and campaigns is VT Markets doing in India?
In India, we adopt a multi-pronged approach that balances engagement with financial education. This includes webinars, localised content initiatives, and targeted digital campaigns designed to empower new-age investors.
We’re also aligning our efforts with cultural moments, for example, our Diwali promotion campaign which blends financial opportunity with festive celebration. Every activation is built around one principle: to make trading more approachable, transparent, and rewarding for Indian audiences.
Q. Is there going to be a lot of focus on hyperlocal marketing?
Absolutely. India is a diverse market where cultural nuances and regional aspirations matter. Our hyperlocalised approach ensures that campaigns are not only translated, but truly contextualised.
By leveraging local insights, regional influencers, and community-driven activations, we are creating marketing that speaks directly to the Indian investor at a personal level.
Q. Could you talk about the brainstorming with the creative agency that led to the brand film to showcase shared values with NUFC?
From the very beginning, we knew the brand film needed to emphasise the strategic connection between football and trading, showcasing how the core elements of speed, precision, and strategy drive success in both worlds. The creative process was incredibly collaborative, with a shared vision focused on demonstrating these qualities.
The result is the brand film titled “Together, Into Tomorrow,” which brings these ideas to life by illustrating how the strategic thinking and quick decision-making required in football align seamlessly with those needed in the financial markets.
The brand film was the natural outcome of this approach, showing how VT Markets and Newcastle United, though in different arenas, are connected by the same spirit of striving for more.
Q. In India is VT Markets looking at cricket properties like the IPL?
Yes, it’s an area we are open to explore. The IPL, with its scale and energy, is a high-impact platform that aligns well with our ambition to connect with a broad spectrum of Indian audiences. While we are actively exploring opportunities, our focus will be on partnerships that feel authentic and long-term.
Q. Bollywood is the other mass marketing vehicle. Does VT Markets have plans in this area?
Bollywood is undeniably influential, but for us it’s not an immediate priority. Our focus in India right now is on building credibility through digital, education-led initiatives, and hyperlocal campaigns.
Q. What is the media mix going to be for VT Markets in India and is digital going to be a big focus area?
Digital will continue to be our primary driver, given India’s young and tech-savvy population.
That said, our mix is a layered approach: digital-first campaigns for reach, regional media to build local trust, influencer activations for resonance, and select offline experiences to deepen engagement. It’s about creating an ecosystem where one amplifies the other.
Q. How is AI reshaping the marketing function at VT Markets and in BFSI?
- For us, AI helps us analyze user behavior, tailor content, and push out more meaningful messaging to the right audience at the right time. By harnessing AI, we aim to streamline processes, increase efficiency, and deliver even more value to our clients, making every interaction smarter and more impactful.
- We’re moving swiftly to integrate AI into our marketing function as well. And soon, you’ll see more AI-driven initiatives from us.
- By harnessing AI, we aim to streamline processes, increase efficiency, and deliver even more value to our clients, making every interaction smarter and more impactful.
Q. What role do initiatives like a Global Trading Competition, Merchandise and Branded Content and Promotions play in brand building?
These initiatives bring the VT Markets brand to life by making it relatable, tangible, and shareable. The VT Trading Arena, our global trading competition gives a platform for users to showcases their skills on a world stage, while merchandise turns the brand into something people can wear and display with pride.
Branded content and promotions extend that connection beyond trading, ensuring the brand isn’t just seen, but experienced as part of a lifestyle and community.
Q. What role is hyper personalisation playing in areas like the upgraded VT Markets App?
In the VT Markets App, hyper-personalisation is applied through data-driven customisation. It’s about creating a trading environment that feels intuitive, efficient, and tailored.
Through data-driven customisation, traders can configure dashboards to spotlight the instruments they rely on most, set up alerts aligned with their trading style, and access AI-curated insights that speak directly to their portfolio.
By cutting through the \noise and delivering only what is relevant, the app empowers traders to act faster, with greater confidence, and with information that is immediately actionable.
Q. What role is data analytics playing for VT Markets in identifying market gaps?
Data analytics sits at the heart of our growth strategy. We use analytics to track and understand how our clients trade, what tools they use, and where they may face friction.
These insights help shape our product roadmap and market entry strategies to ensure that we allocate resources where they create the greatest impact for our clients.
Q. How is predictive analytics helping VT Markets empower traders to stay ahead in the fast-paced, ever-changing market environment?
In today’s markets, speed and foresight can make all the difference. Our predictive analytics models are designed to process vast streams of market data in real time, detecting subtle patterns that may signal price shifts or upcoming volatility.
Traders can then respond proactively, often before these signals become apparent to the wider market. The impact is tangible: faster reaction times, stronger risk management, and more informed decision-making in an environment where conditions can change in seconds.
This capability ensures that VT Markets is not just providing tools, but delivering a strategic edge that helps our traders stay one step ahead.
