MAM
Upstox encourages youth to ‘own their future’ in new IPL campaign
Mumbai: Investment platform Upstox (also known as RKSV Securities India) has launched its Indian Premier League (IPL) 2022 campaign called ‘Own Your Future.’ The marketing campaign aims to encourage young Indians to participate in the equity market.
The digital ad film showcases how one can “make your favourite companies work for you”- by buying their stocks, becoming a shareholder in them, and thus having the company and its management work to improve the returns.
The brand has partnered with IPL ever since the cricket league was launched in 2008. The first two videos of the series were released along with the launch of Tata IPL 2022.
“The campaign ‘Own Your Future’ intends to encourage more Indians to participate in the equity market and make the right investment choices through Upstox,” said Upstox co-founder Kavitha Subramanian. “Young Indians today understand the value of owning assets and building a portfolio, via owning shares in companies. There’s a huge rise in startup culture and they understand that even if everyone cannot be an entrepreneur, you can still own a share of a company, and participate in its long term upside.”
“Just like IPL has redefined cricket, Upstox aims to redefine investments for its customers. We are positive that this campaign will help drive a culture of equity investment in India, as well as encourage more Indians to take charge of their financial future,” she added.
The multimedia marketing campaign includes commercials on television, digital, and social media platforms. While digital has been employed to reach out to the target segments in metros and big cities, television will be dominating the media mix for tier 2 and 3 cities, the brand said.
Brands
Primus Partners appoints Akasa Air co-founder Neelu Khatri as independent director
Veteran aviation and defence professional joins as independent director
NEW DELHI: Primus Partners has appointed Neelu Khatri, a founding member of Akasa Air, as an independent director, strengthening the consulting firm’s board as it prepares for its next phase of growth.
Khatri brings more than three decades of experience across defence, aviation, aerospace technology and consulting. She was part of the core team that helped build Akasa Air from concept to launch, contributing to what has been widely described as one of the fastest airline scale ups in recent aviation history.
At Primus Partners, she will provide strategic guidance on corporate governance and help steer the firm’s long term growth plans. Her experience of building a start up into a full scale organisation is expected to support the consulting firm as it expands its footprint.
Primus Partners co-founder and chairperson Davinder Sandhu, said the appointment brings valuable expertise to the board. “Neelu’s journey across defence, aviation and consulting brings a rare blend of operational insight and strategic thinking. Her experience in rapidly scaling Akasa Air will be invaluable as we continue to grow while maintaining a strong focus on corporate governance,” he said.
Primus Partners, an India headquartered management consulting and solutions firm, has emphasised governance and board oversight since its early days. The company has also taken an unconventional approach by inviting its Gen Z employees to attend board meetings so that younger perspectives can contribute to discussions.
Speaking on her appointment, Khatri said the consulting sector is entering a transformative period shaped by emerging technologies. “The industry is evolving rapidly with the rise of AI. This is an exciting moment for an Indian origin consulting firm like Primus Partners to expand its product offerings and strengthen its presence globally,” she said.
She added that as the firm pursues ambitious expansion plans, her focus will be on ensuring strong governance frameworks and effective risk management as the organisation scales.
