Samco Securities recently launched a campaign with the message, ‘stock market Satta nai science hain’. This was aimed at debunking common misconceptions about stock trading and emphasising the scientific approach behind it.The company said that the campaign has garnered attention, with on YouTube and on Instagram, all through organic engagement.
Ajay Dusane is the chief growth officer (CGO). He has over two decades of experience in marketing and growth, including brand building, digital marketing and business scale. He will be responsible for all growth initiatives for its products, platforms and will endeavour to profitably scale to build its growth momentum.
His last stint was with Angel One, as senior VP, Digital Business, where he was instrumental in building the brand proposition, digital marketing and new digital channels. Prior to Angel One, Dusane has worked with Mahindra And Mahindra, Cummins India and Kinetic Engineering. Medianews4u.com caught up with him to find out more.
Q. In 2015, a legacy family business was rebranded as Samco Securities. What factors prompted this move?
The rebranding of our legacy family business to Samco Securities in 2015 was prompted by our vision to position ourselves as a modern, technology-driven financial services provider. We recognised the evolving needs of investors in the digital age and sought to align our brand identity with our commitment to innovation, transparency, and customer-centricity.
Q. What progress has been made as a result?
Since the rebranding, Samco Securities has witnessed significant growth and expansion. We have strengthened our technological infrastructure, introduced innovative products and services, and expanded our reach to cater to a diverse clientele across India.
The rebranding has enabled us to enhance our brand recognition and establish ourselves as a trusted partner in the financial markets.
Q. This year, what goals have been set, and what is the game plan to get there?
Our goals for this year revolve around further enhancing our technological capabilities, expanding our product offerings, and deepening our customer engagement initiatives. We aim to leverage advanced analytics and AI-driven insights to deliver hyper personalized insights & recommendations and empower our clients to make informed investment decisions. Additionally, we are focused on strengthening our “Andekha Sach” (hidden truths) outreach efforts to empower retail investors with knowledge about their trading patterns and help them navigate the markets effectively.
Q. A lot of retail investors are coming into the market. How big an opportunity does this represent?
The increasing participation of retail investors presents a significant opportunity for the growth of the financial services industry. Retail investors bring diversity to the market ecosystem, driving liquidity and fostering innovation. At Samco Securities, we view this trend as a testament to the democratisation of investing and are committed to providing accessible, user-friendly platforms and educational resources to support retail investors on their investment journey. Our focus and offering is differentiated to deliver insights to our customers which helps them stay successful.
Q. How did the idea of the campaign ‘stock market Satta nai science hain’ come about?
The campaign ‘Stock Market Satta Nahi, Science Hai’ stemmed from our commitment to dispel common misconceptions surrounding the stock market and promote a culture of informed investing. We recognized the need to educate investors about the underlying principles of investing and highlight the scientific methodologies employed in financial analysis and decision-making.
Q. What misconceptions do people have about trading that the campaign looks to clear?
The campaign aims to debunk the myth that investing in the stock market is akin to gambling or speculation. We seek to educate investors about the importance of fundamental analysis, risk management, and disciplined investment strategies in achieving long-term financial goals. Additionally, we aim to foster a mindset shift from short-term speculation to a more holistic and research-driven approach to investing.
Q. Does Samco Securities spread its marketing activities across the year or do you focus a lot on the festive season?
At Samco Securities, we believe in maintaining a consistent presence in the market throughout the year. While we do capitalise on seasonal opportunities such as festive seasons to launch targeted campaigns and promotions, our marketing strategy is designed to ensure continuous engagement with our audience across all touchpoints.
Q. Is the annual marketing spend and thrust usually spread evenly across traditional and digital media?
We adopt a balanced approach to marketing, allocating resources based on the effectiveness of each channel in reaching our target audience. While digital media offers unparalleled reach and targeting capabilities, traditional media continues to play a crucial role in reaching specific demographics and enhancing brand visibility. Our marketing spend is allocated strategically to maximise ROI and optimise brand exposure across both traditional and digital channels.
Q. Is D2C marketing going to grow in importance for Samco Securities?
Direct-to-consumer (D2C) marketing is poised to play an increasingly significant role in our overall marketing strategy. As consumer preferences evolve, we recognise the importance of establishing direct channels of communication with our clients to deliver personalized experiences and build lasting relationships. We are committed to leveraging D2C marketing initiatives to enhance customer engagement, drive conversions, and strengthen brand loyalty.
Q. Today, how is Samco Securities perceived as a brand?
Samco Securities is perceived as a trusted partner and innovative leader in the financial services industry. Our commitment to technological excellence, transparency, and customer-centricity has earned us a reputation for reliability, integrity, and expertise. We are dedicated to continuously raising the bar and setting new standards of excellence in everything we do.
Q. What role does AI play for the company from product improvement to marketing activities?
AI plays a pivotal role in driving product innovation, enhancing customer experience, and optimising marketing activities at Samco Securities. From advanced data analytics and predictive modeling to personalized recommendations and automated processes, AI enables us to deliver tailored solutions, identify market trends, and anticipate customer needs with precision.
By harnessing the power of AI, we are able to stay ahead of the curve and deliver exceptional value to our clients.
Q. Are the ASCI guidelines on marketing campaigns done by finance companies good enough?
We commend the efforts of the Advertising Standards Council of India (ASCI) in establishing guidelines to ensure responsible advertising practices within the financial services industry. While the existing guidelines provide a valuable framework for promoting transparency, integrity, and consumer protection, there is always room for continuous improvement and refinement. We believe in upholding the highest standards of ethical conduct and compliance with regulatory guidelines in all our marketing communications.
Q. Finally, fake news can become a major problem in the finance and investment area. What is the best way to tackle this?
Tackling fake news requires a multi-faceted approach encompassing education, collaboration, and technological innovation. At Samco Securities, we are committed to promoting financial literacy and empowering investors with accurate, credible information to make informed decisions.
We advocate for greater transparency and accountability in the dissemination of financial news and encourage consumers to critically evaluate sources and verify information before acting on it. Additionally, we collaborate with industry stakeholders, regulatory bodies, and media platforms to combat misinformation and uphold the integrity of the financial markets.
