Upstox, a digital investment platform, has launched the ‘Invest right’ campaign to help individuals learn where to invest, when to invest, and why to invest.
The campaign is targeted towards individuals aged 18 to 35, with a focus on tier 2 and 3 segments across geographies in India. Through the campaign, the company aims to change how India invests, making it simple, intuitive, and engaging.
Building on their previous IPL campaign ‘Start Karke Dekho’ which encouraged Indians to take the first step towards investing, this year’s campaign shifts the focus to ‘Investing Right’. Today, individuals want to invest but often get confused because there are so many choices. So to help them, Upstox has done all the heavy lifting and hard-work and simplified investing.
The ad campaign features characters placed in common, everyday scenarios. For instance, two friends using UPI to pay a roadside nariyal-pani seller. The campaign uses this instance (UPI payment) to evoke FOMO in both the characters and viewers, highlighting the potential benefits of participating in India’s economic growth. The financially-savvy character recommends investing in India through index funds.
Through scenarios like these, the campaign aims to increase awareness, consideration, and brand love amongst investors.
Speaking on the campaign, Kavitha Subramanian, Co-founder, Upstox, said, “Mutual funds offer investors a great opportunity to diversify their portfolio and participate in the growth potential of different sectors of the economy. We believe that financial inclusion is essential to India’s economic growth and development. At Upstox, it is our aspiration for every investor to have access to quality investment advice and guidance. In this regard, our new campaign is designed to help more people in India invest in the right kind of funds by providing them with the tools, resources, and support they need to make informed investment decisions.”
She added, “We are committed to empowering all Indians with the knowledge and confidence they need to take control of their finances, and build a better future for themselves and their families. By promoting financial inclusion and making quality investment advice accessible to more people, we believe we can help to create a more prosperous economy.”
This campaign rollout will coincide with the start of the new season of the Indian Premier League (IPL) and will run across multiple channels, including digital, social, and print, and will be supported by on-ground activations to drive awareness and consideration amongst the target segment.
Watch the film here:
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