Motilal Oswal’s arc of reinvention
Mumbai: It returns to the ease of opening a demat account within seconds from Finfluencers, who promised 200%, and has undergone a dramatic change since India’s investment culture Pandemi. A mixture of fear, accessibility and digital comfort has attracted millions of new investors to the markets without seeing a decline. For old financial services brands such as Motilal Oswal, the challenge is not only competing with fintechs, but also balances short -term expectations with long -term leaving. In this conversation MintMotilal Oswal Financial Services Group President Sandeep Walunj explains why emotions still dominate financial decisions, how the company reshapes its brand for a digital first audience, and why personalization on a scale is the next limit for BFSI (banking, financial services and insurance).
Quotes organized:
After India, India saw an increase in retail investors. How did he guide this tendency?
There were four things that came together. First, people had time during the pandemi, and they were consuming social media in which Finfluencers won. Secondly, Covid underlined the short -term nature of life and fueled an emotional need to build a corpse. Thirdly, FinTechs simplified access. The fact that it took 21 days to open a demat account before can now be done in seconds. And finally, demonetization had relieved Indians with digital processes. Together, these factors – scary, greed, accessibility and impact – made a strong behavioral change.
How does Motilal Oswal re -position the brand for younger, digital for investors?
We had an option – premium or mass. We chose a middle way. Unlike only a platform, we offer research, advice and decades of experience. While our old customers can request a 15 -page report, a new investor may choose a 15 -second video. Therefore, we transform the entire experience not only by providing both depth and simplicity, not just the appearance and feeling of the brand. More importantly, we want to raise investors intellectually, not only processes with them.
Trust is the key in BFSI. How do you balance emotional storytelling with difficult financial results?
People think they are rational, but most decisions are 90-95% emotional. So we combine high touch consultancy with strong digital experiences. Each customer gets consultant, not just a bot. Portfolio construction, criticism or re -balance, we hold their hands on their journeys. This creates trust. At the same time, our UI/UX is as good as the Fintech, so the experience feels modern.
Considering that FinTech applications are included in seconds, how is your customer journey compared?
If a customer wants a completely digital experience, it is as fast as any fintech. But most people exaggerate their knowledge and come with strange return expectations. A consultant adds value here. It is your own interest when you spend it with a specialist. It begins to trust and creates realistic, sustainable investment behavior.
Many traditional players also provide research and reports. How do you differentiate?
The difference is width and depth. Cricbuzz and Cricinfo update to borrow a jack analogy, but the analysis is not the same. Similarly, our research counterparts and insights are presented.
Finfluencers has become a regulatory headache. How do you approach this area?
Those who influence filled a gap left by cautious brands and restrictive arrangements. Many 18 -year -old children believe that they can defeat Warren Buffett, and the audience create such confidence. In Motilal Oswal, we have attracted our in -house experts in our studios and shared information on social and customer channels and turned them into reliable content. We also work with SEBI registered consultants whose content is controlled for compliance. This is about providing consumers content without sacrificing honesty.
How do you balance brand creating with performance marketing?
We follow the 50:50 approach. Performance marketing is like withdrawing from an ATM. You need money first. Creating a brand brings this money. Old campaigns such as investment funds showed the simple, unforgettable messaging power. In addition to targeted digital campaigns, including CTV and short -form video, we continue to invest in effective storytelling.
What is the basic positioning of the brand?
The center has self -esteem. Think of equality, think about Motilal Oswal. This expertise translates in a different way-BROKER, ENDLESS PROVISIONS IN SPECIAL RATE, END CAPITAL MARKET SOLUTIONS IN INVESTMENT BANKING. However, the spine remains the same: self -sacrifice expertise and permanent confidence.
Does the three -month performance pressure contradict the long -term brand building?
We are less busy for us because we are a built -in brand, not to burn the PE (private capital) money. I don’t have to dance for attention because they already know that Motilal Oswal means advice and honesty. My job is to remind them of this fact.
What is the most misunderstood aspect of financial marketing?
The belief that more information is equal to better communication. Most BFSI ads clog on features, waiver and jargond by emphasizing consumers. The most successful campaigns are the simplest campaigns such as investment funds. The industry should learn to say less, but tell the truth.
And finally, what is the next limit?
Personalization on a scale. Customers do not want a manufacturer to push products. They want solutions that are adapted according to their needs and delivered in their own language. Technology and Marech (marketing technology) will play a transformative role.
