Q] Tell us about the ‘Invest Karo Apne Style Se’ campaign, what was the core idea behind it, and how do you plan to extend it?
With ‘Invest Karo Apne Style Se’, we saw an opportunity to reframe investing, from being cold and traditional to something more expressive and personal. The insight was simple: every person is unique, like a fingerprint. One-size-fits-all doesn’t work, especially for the digital-native generation. So, the idea was to encourage them to take charge of investing in their own way, aligning portfolios with their personality and style.
The campaign will be extended to reach different geographies and states, tailored to each region. We’re planning a podcast series where we’ll talk to common people and gig workers, to understand their work style and address their investing concerns. We’re also exploring platforms like Snapchat, using filter elements to connect with younger, digital-native audiences. The idea is to blend style with investment and create something like ‘invest-style’ for our users.
Q] You launched the Omni app with the campaign — how has the response been in terms of downloads and engagement?
Right now, both the app and the campaign have been very well received — whether it’s by banks, senior management, the advertising and media industry, or our own business teams. With the app, we’ve revamped the entire user interface and experience. We’re currently in the process of migrating existing customers in batches. Once the environment stabilises, we’ll increase media spends and scale the campaign across various channels and platforms.
Q] What’s your marketing mix across social, broadcast, and in-app — and how is your spend divided among them?
Our marketing mix is led by social media, it’s the backbone of our communication, with 50–60% of our budgets going into multilingual, multi-format campaigns. In-app and precision marketing come next, accounting for 20–30%, where we engage users through personalised nudges via email, SMS, and WhatsApp. Broadcast media currently accounts for only 5–10% of our spend due to economic constraints, but it remains part of our long-term plan as we continue to optimise across platforms.
