Ad Campaigns
Motilal Oswal launches new TVC campaign ‘Skin in the Game’
NEW DELHI: Motilal Oswal Mutual Funds has launched a new TVC lead ad campaign – ‘Skin in the Game.’ Conceptualised by Mullen Lintas, the 'Skin in the Game' proposition helps demonstrate the conviction that the brand has in its product and a reason why investors should trust the brand.
Ever since the inception of Motilal Oswal Mutual Fund; MOFSL promoters’ personal investments as well as the company's money (treasury funds) has been invested in their own Equity Mutual Funds. So much so that the company and its promoters are the largest investors in the company's equity funds. In that sense, the company has the highest ‘skin in the game’. Using the insight that when it comes to trust; actions speak louder than words; the campaign aims to highlight this unique and powerful proposition.
The creative idea is inspired by signs seen across various food outlets all over India. To instil confidence and trust, many restaurants put up a sign – "The owner of this restaurant also eats here". This acts as a testament to the conviction the owner has in the quality of food he serves.
Motilal Oswal Financial Services Ltd (MOFSL) executive director & head marketing Ramnik Chhabra said, “When it comes to investing in general and equity mutual funds in particular, the results of your choice are only discernible in the future. To decide on which brand to select in the present for a positive future outcome; investors look for Trustmarks. This campaign provides a strong reason to trust the Motilal Oswal brand. Our belief in our equity expertise can be gauged from the fact that we eat our own cooking! ”
Overlaying the now popular tone and manner and signature brand music of the Motilal Oswal films; the campaign would be promoted on business news channels, digital and social media.
Mullen Lintas executive creative director Garima Khandelwal said, “To exhibit the extent of trust Motilal Oswal has in the product they sell, we thought to dramatise the opposite of it in a parallel industry. Borrowing from life and building from an analogy of the same. It started with the sign at a restaurant that proudly shows the belief in the food they serve by the owner advertising he consuming it to its patrons and the film was weaved around it to make the same parallel for the promoters of the fund, as they themselves invest in the equity fund that they promote, showing off their skin in the game. The ad was conceptualised pre covid but executed post Covid, which made the execution journey memorable.”
Motilal Oswal Team
Ramnik Chhabra – Executive Director, Marketing
Charles Nadar – Vice President, Marketing
Agency : Mullen Lintas
Creative: Garima Khandelwal, Azazul Haque, Ripanka Kalita, Ashwin Joharapurkar, Shashank Salaskar, Chandni Dave, Johns Joy, Pintu Bisoyi, Aswirbaad Das
Account Management: Hari Krishnan, Priya Balan, Samir Sagar, Miloni Shah
Planning: Ekta Relan
Production House: Nirvana Films
Director: Kishore Iyer
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Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
