Full-service online brokerage Sharekhan has unveiled its brand campaign, titled #TohMarketMeinMatAa. The campaign has been conceptualised by Fatmen Ideas and produced by ZigZag Films, and urges retail investors, especially new entrants, to take an informed, disciplined and serious approach to investing in the stock market.
A SEBI report (Analysis of Profit and Loss of Individual Traders dealing in Equity F&O Segment – January 2023), revealed nine out of 10 traders in the Equity Futures & Options segment suffered substantial losses averaging ₹1.1 lakh per person in FY22. Concerned about this statistic, Sharekhan conducted a pan-India research and understood that one of the key contributors to these losses is a casual approach to trading and investing coupled with limited knowledge.
The campaign film has various investors asked about their investing strategies and where they get investment advice from. Most have a casual approach, turning to group chats for strategy and often clueless about research, the fundamentals of the company they are investing in or its financial performance. To this lack of seriousness when it comes to investing, Sharekhan tells the investors #TohMarketMeinMatAa.
The film highlights Sharekhan’s role in assisting those committed to succeed in the market with diverse offerings, crafted to empower investors in their journey.
Sharekhan’s commitment to investor education includes in-house Sharekhan Classroom modules and its subsidiary Sharekhan Education’s Power Money Webinar offers a range of learning modules.
Jaideep Arora, CEO, of Sharekhan (by BNP Paribas) said, “In my journey of over 25 years in the stock broking industry, from a trader to leading Sharekhan since 2016, I’ve seen firsthand the market’s dual nature: it offers immense opportunities yet carries significant risks. It’s not just about financial acumen; it’s profoundly about attitude. A casual approach can lead to severe setbacks, a truth I’ve observed too often. However, the market is also a space of potential triumphs for those who approach it with seriousness, and unwavering commitment. For those casual about the market, my advice is reconsider your involvement. But if you’re ready to embrace the market with the gravity it demands, we at Sharekhan are here to support and guide you towards success.”
Recognising diverse investor needs, Sharekhan has segment-specific services such as Sharekhan One, Super Investor, Super Trader, and Sharekhan Classic. This aims to enhance user experience and value by tailoring services to specific market segments.
Danny Nathani, Chief Brand Officer, Sharekhan by BNP Paribas said, “‘What’s not good for the customer will never be good for business’ – a value that has guided Sharekhan for 23+ years is now again expressed truthfully in this campaign in order to cater to the current state of things in the category. This campaign showcases Sharekhan’s commitment to improving trading & investing practices in India. It represents a much required move to reshape the narrative around stock market trading & investing, fostering a culture of informed and disciplined decision making. While the message is hard hitting, it’s intentionally designed to be so given that its one’s hard earned savings at stake when entering the stock market”
Ashwin Varkey, Founder and Creative Head, Fatmen Ideas said, “The idea to tell people to not enter the category was an interesting approach from the get go. It was a complete opposite of what the category seemed to be doing. That’s what I think everyone at Fatmen really tripped on. All credit to the brand and management team at Sharekhan for buying into this approach. And once this was through, bringing Sharekhan alive as a mythical tiger-human was fun.”
Abhijit Sudhakar, Ad Film Director & Founder of Zig Zag Films said, “We jumped at the opportunity of doing this film for Sharekhan cause what’s not to like about a talking tiger dancing in a music video. From a treatment point of view, while the film needed to look slick it was important to make sure that the messaging came out crystal clear and Sharekhan, the protagonist in the film, stood out as the hero. We kept the shot-taking and editing clean and let the characters and choreography bring out the energy in the video. Overall it was a challenging and fun experience and we’d like to thank Sharekhan and Fatmen for trusting us to execute this.”
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