MAM
Emotive resonance – The SBS approach
MUMBAI: Making the relevant emotional connection with your audience is what Ink Project Australia’s Ken Lambert addressed at the session. Taking the SBS brand as a classic case, Lambert chalked out the entire process that the agency walked through.
The SBS brand is a multicultural channel which showcases the world. The relevant connect was a task in itself for the channel as it was catering to an intelligent audience, stated Lambert.
Prior to the whole re-positioning of SBS, the channel had an image of being above the audience – compartmentalised, arrogant, dark niche, overlooked, stereotyped, confronting.
The problem was appointment viewing which was the Australian identity.
When Lambert pitched to SBS, the creative strategies stressed on making the brand’s weakness its strength and addressed the problems with head on honesty.
“SBS is about showing diversity through contrast, so the search was for a distinguishing voice,” he said.
Through a survey that was conducted, it came to light that while people were happy with the content of SBS, the presentation was an aspect that SBS needed to spruce up.
Different elements were used to make SBS a younger brand without losing its touch of being intelligent and an alternative for mainline mass media.
The packaging elements were deep layered with visual, emotional and common truths. Real people were used for the promos and diverse cultures were also brought in to establish the channel’s diversity.
The channel packaging, though, has clarity and consistency.
Coming to channel indents, liquids and figures were used to demonstrate and reiterate the brand.
Liquid indents exhibited pure creation exhibiting fluidness to stimulate thought for the viewing public, while the figures explored boundaries by multicultural design elements.
The completion of the entire repositioning process made the SBS brand look exquisite and maintain a high level of artistic standard.
Ink Project thereafter, synthesized all its thoughts into a book to capture the whole process.
Brands
Ujjwal Jain steps down from PhonePe’s Share.Market to start new chapter
Founder behind WealthDesk and OpenQ exits after decade-long fintech journey
BENGALURU: Ujjwal Jain, the entrepreneur behind platforms such as WealthDesk and OpenQ, has stepped down from his role as chief executive of Share.Market, the investing platform backed by PhonePe, marking the end of a decade-long journey in India’s capital markets space.
In a reflective note, Jain described his journey from launching WealthDesk in 2016 to building a broader ecosystem that eventually became part of PhonePe. Over the years, his ventures focused on bringing data-driven investing tools and model portfolios closer to retail investors, a space that has seen rapid evolution alongside the rise of discount broking.
WealthDesk introduced curated “WealthBaskets” to simplify portfolio investing, while OpenQ expanded access to quantitative research and analytics. Both platforms were later acquired by PhonePe, forming the backbone of Share.Market, which Jain helped scale as a mass-market investing product.
Calling the experience “brutal” yet deeply fulfilling, Jain credited colleagues, investors and industry partners for shaping the journey, highlighting the role of the PhonePe team in building Share.Market into a large-scale platform.
His exit comes at a time when artificial intelligence is beginning to reshape financial services globally. Jain indicated that his next move will focus on this shift, hinting at a renewed push into the intersection of AI and capital markets.
Prior to his entrepreneurial stint, Jain worked with MSCI Inc. on index products and technology, and with D. E. Shaw India Financial Services in algorithmic trading and high-frequency systems.
While he has not disclosed specifics of his next venture, Jain framed the move not as a departure but a reset, signalling that his next chapter will aim to tackle even larger challenges in India’s evolving investment landscape.
With one chapter closed and another underway, the focus now shifts to what Jain builds next in an increasingly AI-first financial world.
