The integrated campaign has been conceptualized and executed by Tonic Worldwide
In recent years, trading platforms and apps have enabled people across India to actively invest in stocks and equity. While most platforms claim zero brokerage, investors are well aware of the ‘ifs and the buts’ that come with it. So, is zero brokerage truly zero? Tonic Worldwide in its recent campaign “Brokerage Dena Kyun Hain” for m.Stock by Mirae Asset, challenges the claim of zero brokerage with the question, “Jab zero bola hai toh #BrokerageDenaKyunHai ?”
As a new entrant in a crowded stock broking market,m.Stock is a retail stock broking platform which provides zero brokerage for life, at a one-time fee of ₹999, without any catch – no order or age limits, no subscription fee, and no hidden charges. This is the core USP of the brand and the campaign positions it as a platform where zero truly means zero. It also intends to help audiences understand the various aspects that a customer needs to evaluate before opening a zero brokerage demat and trading account.
Josna Joseph, Creative Director adds, “With ‘Brokerage dena kyun hai?’ we have simply articulated the question that’s always been in the minds of investors. The idea is to nudge them to investigate every ‘zero brokerage’ claim including that of m.Stock. We want people to question and explore if zero is truly zero. Yes, It’s bold. It’s also exciting.”
Ankita Chauhan, Director Strategy said, “The campaign line #BrokerageDenaKyunHai is an honest depiction of the consumer sentiment, who is tired with these hidden charges and terms & conditions. To ensure that the right message reaches the right audience, the strategy, media and
creative teams worked together activating a custom mix of media. So in addition to print, radio and digital, we also activated transit media, like Mumbai – Ahmedabad train and in-flight branding along with Delhi and Mumbai Metro.”
Commenting on the campaign, Supriya Ghosh, Head – Brand Marketing, Mirae Asset Capital Markets said, “We are eager to ask this relevant question to the investors of India, ‘Brokerage dena kyun hai?’ There’s a strong insight behind this campaign, when we spoke to real customers who invest and trade on a regular basis, we realized that most of them are not even aware of how much brokerage they pay in a month as they never look at it holistically. Our business model helps customers invest and trade across products and segments without paying any brokerage fee and that’s a very important aspect we wanted to drive home. I am confident that this campaign will strike the right chord in the Indian investor market”
YouTube link : https://youtu.be/WZpU64w6IDk
While full page ads in leading finance newspapers enabled reaching out to the target audience (TG) who frequent financial websites and regularly read newspapers, frequent travelers were targeted through train and inflight branding by identifying the most traveled routes.
Digitally, banners were released on popular financial websites keeping consumer affinity in mind. Additionally, Mumbai and Delhi metros were used to increase campaign recall, considering the high usage of metros for commuting.
Radio spots and audio ads have been effectively used to create maximum impact and engagement with #BrokerageDenaKyunHai.”
