Yes Securities a subsidiary of Yes Bank, recently unveiled its latest campaign ‘Invest Karo Apne Style Se’, conceptualised by Gozoop Creative, this new campaign reimagines the investment experience through the lens of personal style.
Taking note of how each investor approaches personal finance differently, Yes Securities emphasises the importance of aligning investment strategies with individual financial goals, preferences, and risk appetites, through their trading application, OMNI. This app was launched on 18 March, 2025.
With Invest Karo Apne Style Se campaign, Yes Securities is looking position investing not as a one-size-fits-all product, but as a means of self-expression, much like the way people choose their hairstyles or fashion. The campaign communicates a simple but powerful truth: your money should work for you, your way.
Medianews4u.com caught up with Amit Bhandare Head Marketing and Corporate Communications, YES SECURITIES
Q. Financial illiteracy is a big issue in the country. What kinds of marketing tactics should the BFSI sector focus on in the coming three years to solve the issue? Is financial illiteracy an issue across all age groups from Gen Z to 60-year-olds?
Absolutely, financial illiteracy continues to be a significant challenge in India, and what’s interesting is that it affects every age group, though in different ways. For instance, Gen Z while being the most digitally connected generation often turns to influencers or social media for financial advice, which may not always come from credible sources.
They’re tech-savvy, yes, but many of them haven’t yet developed practical money management skills. Millennials, on the other hand, tend to be aware of financial products but are often overwhelmed by the sheer volume of responsibilities they juggle, be it EMIs, savings, or investments—without always having a structured plan in place. Then we have Gen X and seniors who generally take a more conservative approach to finances. Many in this group are underinsured or unaware of how digital tools can simplify their money matters, and there’s often a natural scepticism toward newer fintech solutions.
Given this landscape, I think BFSI brands have a big opportunity and responsibility to bridge these knowledge gaps through smarter, more relatable marketing. One of the most effective approaches is vernacularisation. Over 90% of Indians prefer content in their native language, and when it comes to something as complex as finance, the use of local languages, colloquial terms, and culturally relevant references can make a world of difference.
It’s not just about translation it’s about truly connecting. Imagine regional stories, characters that reflect the everyday lives of rural families or middle-class urban households, all told in formats they’re familiar with be it reels, voice notes, WhatsApp chats, or even community radio.
And beyond language, the format matters too. Dry jargon doesn’t stick, but stories do. So, embracing edutainment like short financial comics, interactive quizzes, or gamified content can make learning about money not just easier, but fun. Ground-level engagement is also key. Think school programmes, SHG meetups, college workshops all backed by a consistent digital presence through WhatsApp bots, micro-courses, and interactive nudges.
Another area worth exploring is bite-sized certifications. Mini-courses with badges either in partnership with platforms like NISM or through proprietary LMS tools can make people feel more confident and recognized for their learning. And lastly, integrating personalised financial nudges directly into banking apps could be a game changer. Something as simple as, “You saved ₹2,000 this month—want to see how it grows in a mutual fund vs a fixed deposit?” could spark curiosity and action.
So yes, while the issue of financial illiteracy spans generations, the solutions need to be tailored, tech-enabled, and rooted in local culture to truly move the needle in the next few years.
Q. To what extent should marketing in the BFSI sector focus on simplifying complex ideas? Is enough being doing in this area?
To a very high extent almost obsessively, I’d say. Marketing in the BFSI sector must focus on simplifying complex ideas, because at the heart of financial services is trust. And trust can’t be built when people don’t understand what you’re talking about. If a customer finds a product confusing, they’ll either hesitate, delay the decision, or avoid it altogether. Clarity, on the other hand, builds confidence and that’s priceless in this space.
Let’s be honest, our sector is full of jargon. Terms like NAV, ULIP, or even compound interest don’t mean much to the average person. We live in a world where many people still shy away from managing their own money because it feels too technical or intimidating. That’s where the opportunity lies: turning financial concepts into everyday analogies, telling stories that people relate to, and making information feel accessible not alienating.
Especially in India, where financial literacy is still low, simplifying isn’t just a nice-to-have it’s a necessity. A large part of our adult population doesn’t fully grasp basic financial concepts. So when we communicate, we have to do it with empathy and purpose.
Now, is enough being done in this space? Honestly, no. Some brands are definitely making an effort YES SECURITIES, for instance, has been trying to bridge this gap but the majority still default to product-first, compliance-heavy communication that talks at the customer rather than with them.
What’s missing is a real customer-first approach. Not just in terms of what we say, but how we say it. Few brands ask, “What does the customer really want to know?” or “How do they feel when they see this?” We forget that finance is emotional—it’s about security, dreams, even fear. But most BFSI marketing still feels dry, transactional, and frankly, uninspiring.
The best kind of marketing, in my view, doesn’t shout. It clarifies. It makes something complicated feel simple—without making the customer feel small. In this sector, simplifying isn’t about dumbing down; it’s about lifting people up. There’s a huge opportunity here for brands to lead with clarity, not complexity. The ones who do will be the ones who earn not just attention, but trust and long-term loyalty.
Because at the end of the day, in a noisy world, the clearest voice always wins.
Q. Earlier this year the company targeted children through ‘The Wize Whispers’, a monthly comic book series. The company calls this a movement not a campaign. In its marketing does the BFSI sector also need to focus on going beyond just campaigns so that the impact is long term?
I really believe there’s a big difference between campaigns and movements and it’s time the BFSI sector leaned more into the latter. Campaigns create moments. But movements? They create mindsets.
Take The Wize Whispers for example: it’s not just a marketing initiative; it’s a conversation starter. It’s something kids look forward to, something parents can talk about with their children. That’s not a one-time flash in the pan; that’s long-term impact.
In a space like financial literacy, especially, we can’t afford to be transactional. Finance isn’t a one-time decision—it’s a lifelong journey. You can’t teach someone the power of compounding or how to manage risk through a single ad.
It takes repetition, engagement, and trust, especially when you’re trying to reach younger audiences or even those who’ve been financially underserved. Movements allow for that continuity. They let people absorb information over time, apply it in their own lives, and feel like they’re part of something bigger.
So, when a brand like YES SECURITIES commits to something meaningful—like empowering generations to invest wisely and securely—it shifts from being just a financial services provider to becoming a trusted partner. That’s the sweet spot. Campaigns might tell people what to do, but movements make people believe it was their idea all along. And that’s when real change begins.
Q. From a marketing perspective what are the goals and focus areas of Yes Securities in 2025?
From a marketing perspective, 2025 is all about sharpening our focus and deepening our impact at YES SECURITIES. One of our primary goals is to build a distinctive, trust-driven brand one that doesn’t just talk about financial services, but really tells a story around purpose and value. We’re looking at brand storytelling that connects with people on a more emotional level, while also showcasing the integrity and expertise we bring to the table.
Another big focus is around how we communicate. It’s no longer enough to just be present on different platforms we need to be consistent, clear, and most importantly, customer-centric in our messaging. That includes leveraging regional languages and creating vernacular content so we can truly connect with audiences across India, beyond the metros and into the heartlands.
We’re also doubling down on financial literacy. That’s something we’ve always believed in, and now we’re scaling it up as a core pillar of our brand. Initiatives like The Wize Whispers and WongaWits are just the beginning we’re aiming to turn this into a broader educational movement, with content designed for everyone from kids and teens to first-time earners and even retirees.
And finally, we see a huge opportunity in thought leadership. At YES SECURITIES, we’re not just marketing products or services we’re really trying to market a sense of clarity, confidence, and even culture change when it comes to personal finance. It’s about helping people feel empowered and informed to make better financial decisions.
Q. How did the idea of Yes Securities’ campaign that looks to bring a fresh perspective to the world of finance by positioning investing as a form of self-expression—just like one’s hairstyle or fashion choice come about?
The idea really stemmed from a simple but powerful insight that every person is unique, just like their fingerprints. And if that’s true, then why should investing be any different? We wanted to bring a fresh perspective to finance by showing that investing can be just as personal and expressive as someone’s hairstyle or fashion choices.
What really sparked the campaign was this realisation that today’s investors especially Gen Z don’t look at money the way previous generations did. For them, money isn’t just numbers on a screen. It’s an extension of who they are. Just like the music they listen to or the clothes they wear, their investments are a way to say: “I care about sustainability,” or “I take bold risks,” or “I back what I believe in.” There’s emotion, identity, and expression tied to financial choices now.
We saw this cultural shift where investing is no longer just a financial decision it’s also a social and emotional one. And that opened up a really exciting creative opportunity. The metaphor came naturally: the way you invest says as much about you as your personal style does. That’s how the idea of Investyle was born.
We used visual analogies to bring this to life like someone who opts for SIPs might be like someone who prefers a no-fuss, everyday hairstyle. Someone going big on crypto? Think bold colors and an edgy cut. ESG investors? Maybe a clean, minimal look. It became a fun, relatable way to talk about risk appetite, portfolio choices, and money habits.
At a strategic level, the goal was to make YES SECURITIES feel fresh, youth-friendly, and accessible. We wanted to break away from the typically jargon-heavy, buttoned-up feel of financial services communication. This campaign flips that narrative it makes finance human, expressive, even cool. It also reframes the conversation. Instead of just asking, “How much did you invest?”, we’re nudging people to ask, “What does your portfolio say about you?” That’s a powerful shift and one that positions us not just as brokers, but as partners in our investors’ journeys.
Q. How does the company’s focus on personalisation through its trading app get reflected in the campaign?
Invest Karo Apne Style Se campaign is really more than just a creative idea it’s a direct extension of how our app, OMNI, works and feels. We wanted to capture that investing isn’t one-size-fits-all, just like your fashion sense or your haircut. Everyone has their own way of doing things, and OMNI is built to support exactly that your style, your strategy.
The app gives you the freedom to prioritise what matters most to you whether that’s keeping an eye on sector trends, managing your watchlist, or staying updated on financial news. It’s all customizable. OMNI highlights what’s moving in the market, but the control is always in the user’s hands. That sense of empowerment is at the heart of the campaign.
And because it’s powered by smart analytics, OMNI learns from your behaviour and preferences to suggest investment ideas that are more aligned to your style. So in that sense, the campaign doesn’t just talk about features it brings them to life in a way that’s culturally relatable. We wanted to make finance feel more personal and expressive, and I think this campaign really achieves that.
Q. The focus rested on building a creative world that feels familiar, stylish, and deeply human. The challenge was to avoid financial tropes. How long and what kind of brainstorming was done with the creative agency to achieve this? Is your relationship with the creative agency a partnership?
From the very beginning, we knew we had to move away from the typical financial clichés if we really wanted the OMNI App campaign to stand out. The idea was to build something that felt not just visually stylish but also emotionally relatable something that resonated with how people, especially Gen Z and Millennials, see money as part of their identity, not just a utility.
It wasn’t a typical process where you hand over a brief and wait for creative ideas to come back. It was immersive. Over a span of two to three months, we worked closely with the team at GOZOOP Creative. And I say closely because this really was a partnership in the truest sense—not just client and agency, but two teams co-creating, bouncing off ideas, sometimes challenging each other, but always aligned on the bigger picture.
We spent a lot of time understanding culture—how younger audiences talk about money, how they express themselves through fashion, how they crave control but also fluidity. That helped us shape a campaign that could bridge the world of finance with self-expression. We explored visual metaphors, experimented with tone and language to keep it inclusive and expressive—never corporate—and we crafted a design language that felt modern yet warm.
The goal was always to shift the way people see investing—from something intimidating to something that feels like you. That’s where “Invest Karo Apne Style Se” really took root—not just as a line, but as a philosophy. And I truly believe it wouldn’t have happened without the kind of creative partnership we had with GOZOOP.
Q. Did data analytics play an important role in conceptualising and executing the campaign? Kindly elaborate.
Not really. The campaign is based on a simple yet powerful insight; “People personalize everything from hairstyles to playlists to skincare routines, so why not their investments”
We used the metaphor of personal style like fashion or hair to bring in elements of emotion, identity, and relatability into the investing space, which is often perceived as intimidating or impersonal. So, more than a campaign, it became a shift in how we look at financial choices as an extension of who you are, rather than just numbers and charts.
Q. Which are the markets and TGs being targetted through the campaign?
This campaign wasn’t just about TG—it was about speaking to a mindset.
We approached the campaign through the lens of expression, individuality, and simplicity, aiming to connect with audiences who want finance to feel more like them—personal, accessible, and culturally relevant.
Primary Target Group:
Gen Z & Young Millennials (Ages 22–35)
Location: Metro & Tier 1 cities
Mindset: Digital-native, mobile-first, identity-driven
Why they matter:
. They’re first-time investors navigating finance independently
. They expect personalization and user-friendly design in every product
· For them, investing is an extension of self-expression
. They respond to culture-led storytelling over technical jargon
Q. How has ‘The Wize Whispers’ been received so far? How is this going to be scaled up? How was the company inspired by the likes of Amar Chitra Kaatha?
The response to The Wize Whispers has honestly been so heartening. We’ve seen a really enthusiastic reception not just from external audiences, but even from within our own Bank group.
Parents, educators, and even our colleagues have reached out saying how much they appreciate the way the comic simplifies financial concepts for children, making them both accessible and genuinely fun. What’s been especially encouraging is how it’s sparked conversations whether it’s in school classrooms, family WhatsApp groups, or among employees who’ve started sharing it with their kids at home.
The format has definitely played a big role. The use of bright visuals, strong relatable characters, and real-life analogies has helped the content resonate with both kids and adults. It’s not just about teaching finance it’s about creating a sense of connection with the subject.
In terms of scaling up, we’re looking at several exciting avenues. We’re exploring partnerships with schools, edtech platforms, and parenting communities to widen our reach. There are also plans to take The Wize Whispers to platforms like Amazon Kindle and Apple Books and collaborate with children’s magazines and regional publishers. Another big step is going vernacular translating the comic into regional languages so we can reach kids in Tier Two and Tier Three cities, especially those in non-English speaking households or government school systems.
And we’re not stopping at just the comics. There’s a plan to introduce interactive elements think animated shorts, fun quizzes, maybe even gamified learning formats. Plus, we’re working on merchandising ideas like activity kits, DIY money games, and limited-edition prints—things that make learning about money feel tactile and engaging.
Now, in terms of inspiration, while there wasn’t one single source, we’ve definitely drawn from the storytelling power of Indian comics. We saw how comics took different stories & characters and turned them into something children could learn from and enjoy, and we thought, why can’t we do the same with financial literacy? In a world where screen time is always competing for attention, we wanted to offer something that felt meaningful something that uses storytelling to spark curiosity and build strong foundational knowledge.
At its heart, The Wize Whispers isn’t just a campaign it’s really a movement. And like any good movement, it’s meant to grow with its audience. As the children reading it today grow older, the stories will evolve with them. But the core idea will always stay the same: that finance doesn’t have to be intimidating. It can be fun, relatable, and something they carry with them for life.
Q. What other marketing innovations can one expect in 2025? Is marketing going to be a year-round effort as opposed to mainly focussing on the festive season?
Yes, 2025 will mark a definitive shift from seasonal spikes to continuous, contextual marketing. “In a world of daily digital touchpoints, waiting for Diwali to talk to your customer is no longer enough.”
While festive periods will still hold relevance, the focus is moving towards continuous engagement driven by real time context like budget announcements, IPOs, market shifts, etc.
BFSI will increasingly embrace lifecycle marketing—speaking to users differently when they’re onboarding, saving for a goal, switching jobs, or nearing retirement.
Marketing Innovations to Expect in 2025
· Marketing will become less about segments and more about individuals
· Expect AI-driven journeys where every notification, offer, and content piece is tailored to user behaviour, life stage, and financial goals.
· BFSI players will invest in predictive analytics to anticipate needs before customers even voice them.
Marketing in BFSI is no longer about selling a product. It’s about building a relationship day in, day out. 2025 will be the year brands that treat marketing as a long-term investment not just a campaign line item will pull ahead.
Q. What does the media mix look like for Yes Securities in 2025? Is it going to be an integrated approach or will digital be used more than traditional?
Our Media Mix for 2025 will be Digital-Led, but Not Digital-Only.
While digital remains the primary driver due to its measurability, agility, and personalisation capabilities, the strategy is not about choosing digital over traditional—it’s about combining both smartly.
It’s about designing a media ecosystem where every channel plays a unique role in the customer’s journey.
YES SECURITIES is focussed on meeting people where they are—across devices, languages, attention spans, and life stages.
Q. How has AI been integrated into Yes Securities to enable a high degree of personalisation, identifying market gaps?
AI at YES SECURITIES isn’t just a tool—it’s really becoming the brain behind how we create more meaningful experiences for our clients. We’re using it to make sense of vast amounts of data, turning complexity into clarity and sheer volume into something truly valuable.
It’s not just about automating processes—it’s about using deep intelligence to understand not only what our clients need and want, but even uncovering what they might not realise they need yet. For instance, we’ve introduced personalised dashboards that offer dynamic portfolio insights, tailor-made recommendations, and real-time alerts—all curated to match each user’s unique financial journey.
Then there are smart nudges—subtle, AI-powered prompts that guide clients towards timely investment decisions, whether it’s rebalancing their portfolio or exploring new asset classes that align with their goals.
We’re also leveraging behavioural profiling to better understand our users, mapping them to different investor personas like risk-takers, cautious savers, or curious explorers. This helps us shape their entire experience—from the content they see to the products we recommend—in a way that feels intuitive and relevant to them.
Q. On-ground last year the company collaborated with the Mumbai Police during Navratri. What role will on-ground activities play in the marketing mix in 2025 through things like seminars, workshops?
Marketing is not just about impressions—it’s about connections. And there’s no connection stronger than one made face-to-face. YES SECURITIES sees on-ground activations as not just touchpoints—but trust-points.
On-ground engagement is a tool to build trust, demystify finance, and drive community-based impact.
In an industry that’s often perceived as complex or intimidating, face-to-face engagement remains one of the most effective ways to:
• Humanise the brand
• Build emotional and social equity
• Make financial education more relatable
