Ad Review – Motilal Oswal’s “Skin in the Game”

How would you trust a Financial service provider? Motilal Oswal created a commercial to tackle this problem.

Check out the review of their ad – “Skin In The Game” by Vineet Garg.

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How does one generally know an ad to be a mutual fund ad?

 Simple. It’s talky, very very talky indeed.

It’s almost always direct, even when it was originally, carefully planned to be indirect.

A message which tends to be inseparable from four others.

Almost absent music.

And a statutory warning which seems to be as standard and formatted as the rest of the ad.

Well, that’s not the case with this latest Motilal Oswal Mutual Fund Ad.

Rarely, we get to see a mutual fund ad which begins with the delivery of food, travels through many locations, has so dynamic visual treatment with no spoken words (except, of course, the statutory warning at the end), and boasts of music with such a nice and cool ring to it.

This Mutual Fund Ad breaks many cliches and yet the one thing which is still not compromised by the makers and the product marketers is the clear cut one single message – “Why should you trust Motilal Oswal Mutual Fund?”

The answer to this precise question forms the whole and soul of the ad. Every frame and every visual of the ad, leading back to answer the same question – Why trust us. Of course, viewers don’t realize it until the completion of the film which is another beauty of the film – intriguing enough to keep you hooked.

The Food-Fund analogy is also another marvel of the ad. It’s simple. It’s funny. And it raises the same amount of stakes for intended audiences in terms of choice they make about the restaurant they eat in with the mutual fund they invest in.

Overall, creatively, this ad comes across as a welcome break from otherwise standard monotony associated with this category. The only risk being, probable slip up of the final message by the viewers which could compromise the purpose of the whole film.

But the chances of the same, seem pretty low, and looking at the final output, I would say that’s the risk worth taking. After all, what are mutual funds, if not subject to market risks?

About Vineet

Vineet is an IIT JEE Rank holder, Marine Engineer, an MBA and a writer by heart.

After having worked in Shipping, Advertising, Financial Services industries for top companies like British Petroleum, Percept and Mahindra & Mahindra, he chose his first love (writing) to settle down with.

He has written Feature films, TV shows, Ad films etc. and was also featured in SAB TV’s show – “Wah wah kya baat hai”
 

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