Motilal Oswal Financial Services (MOFS) has launched a campaign aimed at promoting its RIISE app, focusing on the need for credible investment advice. Developed by Tonic Worldwide and produced by Piccolo Studios, the campaign uses humour to depict the consequences of acting on poor guidance.
The campaign comprises six short films featuring various individuals — including professionals such as surgeons and cricketers, as well as everyday people seeking personal advice — who receive misguided counsel from unqualified sources. These scenarios are intended to highlight the pitfalls of unreliable advice and promote the RIISE app’s offering of research-backed insights, access to advisors, and trading tools within one platform. Three of the six films have been released, with the remainder expected soon.
The campaign is being rolled out across MOFS’s digital channels, with a focus on driving app downloads and user engagement.
Sandeep Walunj, Executive Director & Group CMO, MOFS, said, “India’s equity markets are witnessing an unprecedented rise in retail participation. While this enthusiasm reflects growing financial awareness, many new investors enter the markets with limited knowledge and misinformed appetite for risk. Fintech platforms have democratized access — but in doing so, they’ve also left a critical gap: the lack of credible, expert-driven investment guidance.
Motilal Oswal steps in to fill this void and stands as a trusted partner for investors who need to value research more than just convenience — This campaign reinforces our position as the go-to destination for informed investing — making us the natural first step in every investor’s journey.”
Chetan Asher, Founder and CEO, Tonic Worldwide, said, “In the investment world, the line between good and bad advice can mean the difference between prosperity and regret. Nobody understands this reality more intimately than investors themselves. With our latest campaign for RIISE, we've distilled the essence of 'right advice' into something both entertaining and impactful. These films capture relatable moments that mirror the everyday investment dilemmas people face, delivering both laughter and a powerful message. I'm confident that viewers will see themselves in these scenarios, making the value proposition of RIISE resonate on a personal level.”
