Ad Campaigns
Mullen Lintas’ Motilal Oswal TVC shows investment expertise
MUMBAI: Leading finance company Motilal Oswal Financial Services has been playing an instrumental role in being the finance partner of choice among its consumers. Over a period of three decades, it has provided products and advice to help create wealth through equity investing. To celebrate its focus on equity and wealth creation, the company has rolled out its latest brand campaign to position itself as an equity investing expert. The film will be launched on popular online and offline mediums and will span TVC, Print, Radio, and Digital.
Conceptualised by Mullen Lintas Mumbai, the brand film firmly establishes the role of the company as an expert in Equity & Equity Mutual Funds. The brand film goes on to trace some exceptional talent from across the country whose skills would put normal people to shame. A clerk at an office who’s faster than a machine in processing paperwork or construction workers at a building site that get their job done using unique or a chef at an hotel who gets his chore done in the blink of an eye or even a barber, a bar-tender, a street food vendor, etc. All these individuals go on to show that “if you focus on one thing for a long time, you master it”. That’s what has driven Motilal Oswal to emerge leaders in equity investing.
Commenting on the brand ideology and brief given to the agency, Ramnik Chhabra, Marketing Director, Motilal Oswal said: “Drive by our office at night and it will be lit green or red depending on how the stock markets have performed that day. Instead of ‘Up-Down’ buttons, our elevators have visuals of Bulls and Bears. We have one of the largest equity research departments in the industry. All the money of the company and promoters is invested only in equity. Needless to say; we are an ‘only equity focused’ investing house. This focus has helped us create a unique stock picking methodology (QGLP) to create wealth. The aim of the film is to, well; focus on this focus! And hence present Motilal Oswal as the equity expert you should think of if you are thinking about investing in equity.”
Highlighting the creative idea behind the campaign, Garima Khandelwal, ECD-Mullen Lintas said: “Let’s celebrate skill, and the passion to do what you do every day and become the boss of it. The flair, rhythm and style makes it unique especially for the financial category. And that’s the contrast that excited us, for our clients. Motilal Oswal have mastered equity, and that is the single minded message we needed to put out loud and clear, hopefully entertaining all as they watch it.”
Adding his views, Ayyappan Raj, EVP-Mullen Lintas said, “The client’s brief was quite simple and in a way very fundamental – we have been in the business of equity for 30 years and we’re really good at it. They pushed us to make this point in the most interesting way. What we’ve tried is exactly that, to make a point about how Motilal Oswal has been very successful with equity over the last thirty years. In a manner that’s fresh to the category and makes for enjoyable viewing. It was great working with the brand team on this campaign and they’ve been quite supportive of seeing this idea through in the best possible form.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
