NEW DELHI: Close on the heels of its launch, communications startup Wondrlab has won the Anand Rathi Financial Services account.

In its new mandate, Wondrlab will help the Anand Rathi Group build awareness along with overall brand salience. To kickstart this partnership, Wondrlab has created an integrated digital campaign focusing on the Dream11 IPL 2020. The start-up has already generated buzz with a series of quirky IPL and topical films.

The campaign, launched to celebrate 25 years of Anand Rathi, highlights the brand’s philosophy of ‘customer-centricity’ and that ‘Every investor is different’ and needs a different plan. It does so by connecting different investor mindsets with different kinds of IPL fans. This leads to an eminently relatable series which brings alive the premise of ‘A plan for every fan’ through familiar personas ranging from the tip-believer fan, the technical analysis fan, the small-cap fan or just the endlessly hopeful fan. The digital campaign created by Wondrlab aired throughout the Dream11 IPL 2020 season on OTT platforms.

A spokesperson from the Anand Rathi Group said, “With over 25 years of experience in wealth creation, we have the expertise to customise plans for every customer, taking into account his or her needs. We wanted an agile team that could build this equity and weave in our brand’s values, but at the same time, create a campaign that would go viral with the ever-dynamic consumers. Wondrlab managed this balance perfectly. The campaign is well-crafted and delivers our key message in a new-age, quirky way.”

Wondrlab managing partner - content platform Rakesh Hinduja said, “We realised early on that a one-size-fits-all approach doesn’t work for investors because their mindsets vary with differences in personality and life stage. Drawing a parallel to different kinds of fans was an organic connection, given the IPL fever. It was a great pleasure to use our platform-first philosophy to craft films made to suit OTT platforms.”