MAM
Ace investor Vijay Kedia celebrates Motilal Oswal’s journey with a musical
Mumbai: Motilal Oswal Financial Services Ltd (MOFSL) is celebrating 37 years of its journey in capital markets by launching an entertaining musical video for all its stakeholders. The Musical is written and sung by Vijay Kedia.
Prolific investor Vijay Kedia celebrates the glorious journey of MOFSL with a musical masterpiece that brings alive the purpose of years gone by and the journey ahead for Motilal Oswal company.
This musical tribute emphasises Motilal Oswal Group’s history in capital markets. It brings MOFSL’s customer-centric approach alive through entertaining and engaging lyrics by Vijay Kedia that bring forth a sense of nostalgia for all traders and investors alike. The song encapsulates Motilal Oswal’s remarkable 37 year stock market journey with glimpses of its operations.
Speaking about the music video, Ace investor Vijay Kedia said, “Inspired by my own passion for the equity markets and witnessing the remarkable journey of Motilal Oswal Financial Services, spanning four decades of equity expertise, I was thrilled to discuss this music video idea with Oswal. It’s a tribute born out of admiration for MOFSL’s pioneering spirit and dedication to research-backed advisory. Both the founders’ unwavering commitment to wealth creation for their clients through equity advisory has been a driving force behind this musical. Through this video, I hope to convey the company’s journey and all stakeholders’ shared enthusiasm and commitment to the world of trading and investing.
Motilal Oswal Financial Services group MD & CEO Motilal Oswal, said, “We are delighted with this musical story-telling of the remarkable 37-year journey of Motilal Oswal Financial Services with a visionary approach. Vijay Kedia’s innovative endeavour to write and sing a musical masterpiece encapsulating our company’s trajectory symbolises our capital markets journey with a commitment to research, advisory and customer-centricity. This musical tribute celebrates our achievements and signifies our enduring dedication to navigating the dynamic landscape of the stock market and wealth creation.”
In true Motilal Oswal fashion, the song “37 Years and Counting” reimagines finance, making it more relatable and engaging.
To check out the music video for the same, please visit:
MAM
ASCI study uncovers how Gen Alpha navigates ads in endless digital feeds
‘What the Sigma?’ ethnographic report maps blurred boundaries between content and commerce for 7–15-year-olds.
MUMBAI: Gen Alpha isn’t scrolling through the internet, they’re living rent-free inside its never-ending dopamine drip, and the ads have already moved in next door. The Advertising Standards Council of India (ASCI) Academy, partnering with Futurebrands Consulting, has published ‘What the Sigma?’, an immersive ethnographic study that maps how Indian children aged 7–15 (Generation Alpha) consume, interpret and live alongside media and commercial messaging in a hyper-digital environment.
The research draws on in-home interviews, sibling and peer conversations, and discussions with parents, teachers, counsellors, psychologists, marketers and kidfluencers across six cities. It examines not only what children watch but how algorithms, content creators, peers and parents shape their relationship with the constant stream of shorts, vlogs, gameplay, memes, sponsored posts and ‘kid-ified’ adult material.
Five core themes emerged:
- Discontinuous Generation, Gen Alpha is not growing up alongside the internet, they are growing up inside it. Cultural references, humour, aesthetics and language sync globally in real time, often leaving adults functionally illiterate in their children’s world. A reference that lands instantly for a 10-year-old in Mumbai or Visakhapatnam feels opaque or disjointed to most parents.
- Authority Vacuum, Parents and teachers frequently lose cultural fluency in digital spaces. The algorithm responsive, inexhaustible and perfectly attuned to preferences becomes the most attentive presence in many children’s daily lives. Rules around screen time feel increasingly difficult to enforce when adults cannot fully see or understand the content landscape.
- Digital as Society, Online and offline no longer exist as separate realms, they form one continuous reality. The phone is not a tool children pick up; it is the primary social environment they inhabit.
- Great Media Mukbang, Content flows as an ambient, boundary-less, multi-sensorial stream. Entertainment, advertising, commerce, gameplay, memes and vlogs merge into one undifferentiated feed. The line between active choice and passive absorption has largely collapsed.
- Blurred Ad Recognition, Children aged 7–12 typically recognise only the most overt advertising formats. Influencer promotions, gaming integrations and vlog sponsorships often register as organic entertainment. Children aged 13–15 show greater ad literacy but remain highly susceptible to narrative-integrated, passion-driven and emotionally resonant brand messaging. Discernment remains low across the board in a non-stop stream.
ASCI CEO and secretary general Manisha Kapoor said, “ASCI Academy’s study is an investigation into the content life of Generation Alpha not to judge them but to understand them. Their cultural reference points seem disjointed from those of earlier generations. Insights on how they perceive advertising is the first step towards building more responsible engagement frameworks, given that they are the youngest media consumers in our country right now.”
Futurebrands Consulting founder and director Santosh Desai added, “While earlier generations have been exposed to digital media, for this generation it is the world they inhabit. This report explores not only what they watch but how they are being shaped by algorithms, content and advertising.”
The study proposes four adaptive, principles-led pathways:
- Universal signposting of commercial intent using design principles that make advertising recognisable even to young audiences.
- Ecosystem-wide responsibility shared among advertisers, platforms, creators, schools and parents.
- Future-ready safeguards built directly into children’s content experiences rather than as optional background settings.
- Formal media and advertising literacy embedded in school curricula to teach age-appropriate understanding of persuasion and commercial intent.
In a feed that never pauses, Gen Alpha isn’t merely watching content, they’re swimming in an ocean where entertainment, commerce and identity swirl together. The real question isn’t whether they can spot an ad; it’s whether the adults building the ocean can agree on where the lifeguards should stand.
