Kavitha Subramanian, co-founder of digital investment platform Upstox, highlights that not investing can be as risky as investing due to high inflation rates. Despite understanding the importance of investing, people often avoid it due to a lack of knowledge and the complexity of the process.
Upstox’s recent campaign is aimed at changing how India invests by making it simple, intuitive and engaging. The campaign targets individuals aged 18 to 35 in Tier-II/III cities and coincides with the start of the Indian Premier League (IPL) season, where Upstox is an official partner.
The campaign features relatable characters in everyday scenarios, encouraging viewers to invest in India’s economic growth through index funds. The brand is leveraging JioCinema to provide an integrated mobile and digital experience and will run across multiple channels, including digital, social and print, with on-ground activations to drive awareness and consideration among the target audience.
Subramanian emphasizes that the IPL has been instrumental in creating brand awareness and reach for Upstox, and with matches taking place across all major stadiums, there are more opportunities for brands to connect with their audience. By making investing accessible and engaging, Upstox aims to empower Indians to take control of their financial future.