Equentis Wealth Advisory Services, a player in equity advisory services in India had announced its Diwali campaign, ‘Har Ghar Lakshmi’ honouring modern women as pivotal financial decision-makers in today’s world. The campaign looks to emphasise empowerment, connection and celebration that women today embody with their independence, strength, and resilience while remaining rooted in cultural values.
The campaign targetting women aged 25-40 showcases their ability to manage both personal and professional responsibilities during the festive season, highlighting their strength, resilience, and ability to balance various facets of life.
At the core of the campaign are stories that feature women in diverse roles – like a woman helping her family on festive card games, symbolising collaboration and festive spirit, to a career-driven professional rushing out of the office after a long day, to the multitasking mother-to-be managing both family and career, and the homemaker confidently overseeing household finances.
These narratives look to capture the essence of modern womanhood, showing how today’s women seamlessly balance their ambitions with cherished family traditions. Accompanied by visuals of rangoli-making and family gatherings, the campaign aims to underscore the importance of community, connection, and shared joy, while emphasising the strength women bring to every aspect of their lives – from celebrations to financial decisions.
The campaign the company added arrives at a pivotal time when women are making significant strides in the financial landscape. In 2024, women account for 22% of all stock market investors in India (according to the NSE findings), a substantial leap forward. With the number of female investors growing nearly sevenfold since 2015, women are playing an increasingly vital role in shaping the country’s financial future. Through relatable narratives and lively visuals, the campaign “Har Ghar Lakshmi” inspires and connects with audiences by portraying women as pillars of their homes while encouraging them to take charge of their financial futures.
Medianews4u.com caught up with Alok Arya, Chief Marketing Officer, Equentis.
Q. Earlier this year the company rebranded from Research and Ranking. What prompted the move? How has this been received so far?
Our rebranding from Research & Ranking to Equentis— meaning “Equal Existence”—reflects our mission to democratize wealth creation in the stock market. With this new identity, we’re bringing Equentis Wealth Advisory Services to the forefront to serve investors of all backgrounds. Rooted in values like Knowledge (driven by expertise, innovation, and big thinking), Effort (empowering clients with integrity), Care (through honesty, humility and collaboration), and Transformation (focused on performance and impact), our approach is redefining wealth advisory in India. This move positions us as a thought leader, and we’re thrilled by the positive response that strengthens our industry presence.
Q. The goal is to build and own the investment advisory category as a thought leader. What does this entail?
We aim to position Equentis as a “Sherpa” in the investment advisory landscape, guiding clients at each step with clarity and a focus on compounding to build lasting financial security. Through our unique approach and our edu-tech platform Informed Investor, we’re not just offering advice but creating a stronger investment advisory ecosystem by hand-holding market enthusiasts through financial education. Our goal is to drive positive change, foster loyalty, and ensure Equentis is the go-to partner for clients seeking insight and confidence on their financial journeys.
Q. The company’s new Diwali campaign targets women. How did the theme ‘Har Ghar Lakshmi’ come about? What are the different facets of the campaign?
The theme ‘Har Ghar Lakshmi’ is inspired by a deeply rooted cultural belief in India that women are the “Lakshmi’s” of every home, embodying prosperity, wisdom, and grace. This campaign reflects the reality that today’s women are powerful financial decision-makers, confidently shaping their families’ futures.
It celebrates modern women who exemplify independence and strength while staying true to their cultural roots. Whether making savvy investments or preparing prasad for Diwali, these women do it all. When we say, “Tum ho boss, Tum ho Queen,” we truly mean it. This Diwali, let’s raise a toast to the Lakshmi in every home—the woman who knows how to multiply wealth.
Q. In 2024, women account for 22% of all stock market investors in India. What is the company’s game plan to tap into this demographic?
Our plan is simple: Making Equity Easy. By providing tailored resources and support, we aim to demystify investing and help women take charge of their financial futures, ensuring they achieve their long-term goals.
Q. Between traditional media and digital what does the company’s media mix look like in 2024? Is the focus more on digital and performance marketing?
Absolutely! In 2024, our media mix is digital-first! While traditional media has its place, we are going all-in on digital.
Why? Because it offers unmatched precision, personalization, real-time analytics, and the power to connect with a wide array of audiences like never before.
This shift empowers us to craft tailored messages, optimise our campaigns on the fly, and deliver measurable results—meeting our clients right where they’re most active and engaged. We’re not just keeping up; we’re leading the charge into a bold digital future!
Q. Is Gen Z also an important demographic as they are starting to earn?
Gen Z is a crucial demographic as they embark on their financial journeys. We recognise their potential and are excited to announce the upcoming launch of MultiplyRR, a product specifically designed for Gen Z and first-time investors.
Our goal is to connect with them through engaging and relatable content that empowers them to start investing early and make informed financial decisions for their futures.
Q. How effective have Vidya and Vasu, the company’s AI-based financial mentors been in engaging consumers with finance-based topics?
In the ever-evolving marketing landscape, especially in finance, we continually assess our strategies. While we initially introduced AI-based financial mentors like Vidya and Vasu to engage consumers, we recognised that this approach might not be for long run as people need ‘human intervention’, help and guidance.
Q. How is the company building its ed tech platform Informed Investor?
Our ed-tech platform, Informed Investor, aims to empower Indian investors through comprehensive financial education. With a DIY platform featuring both free and paid courses, daily market insights, and a supportive community.
We want to equip beginners with the knowledge and confidence to identify investment opportunities and make sound financial decisions for their future.
Q. How important will hyper-personalisation be for growing the customer base?
Hyper-personalisation will be essential for growing our customer base, as it allows us to meet individual client needs with precision.
