“While there are some superficial trends which make us feel that something is drastically changing, the fundamentals of investing are almost the same,” says Sandeep Walunj, Group Chief Marketing Officer at Motilal Oswal Financial Services, “People tend to get carried away by shallow trends, but real investing still demands depth, credibility, and solid knowledge.”
With 2025 bringing an influx of trend-driven, inexperienced investors, Motilal Oswal is bridging knowledge gaps with its ‘One MO’ approach, integrating broking, asset management, and private wealth services.
In a conversation with IMPACT Magazine, Walunj points out that accessibility is key. He mentions a recent SEBI study showing that searches for investing in Hindi are nine times higher than in English. Motilal Oswal leverages vernacular, snackable formats like Instagram Reels, while initiatives such as ‘Indian Market in Minutes’ and ‘Kishore Narne’s Expert Market Guide’ have seen strong organic traction, high engagement, and measurable outcomes including new account additions and transactions. He notes that their dedicated channel, ‘Markets with MO’, further amplifies reach.
He highlights that the RIISE app embodies a phygital strategy, combining digital campaigns with advisory support. A humor-driven campaign featuring relatable storytelling drove over 20% growth in new Demat account openings, along with increased app downloads, margin accounts, and organic traffic.
Walunj explains that marketing spends, balance brand building (40%) with performance (60%), focusing on digital channels where audiences spend over five hours daily, while OOH, print, and experiential programs reinforce trust. Investors aged 19–70+ are segmented for tailored content: Instagram for Gen Z, YouTube/TV for parents, and newspapers for the 45+ segment, which remains highly profitable.
He also mentions that AI powers personalised content and advisory, analysing backgrounds, investment history, and life stage to deliver precise guidance. Motilal Oswal differentiates through research, high-conviction portfolios (~25 stocks), and meaningful engagement, ensuring trust and growth remain central across all investor touchpoints.
For a deeper dive into Walunj’s insights, watch the full conversation here:
