PhillipCapital (India) Pvt Ltd. is an integrated financial house with a global presence in over 15 countries. As a financial intermediary it offers stock market trading, mutual funds distribution, margin funding for retail/corporate clients, execution and clearing services. The task assigned to Six Inches Communications was to help PhillipCapital enter the Indian market by establishing their brand and connecting with their target audience i.e. high net-worth individuals. My role primarily involved account management, market research, and strategic planning.
As PhillipCapital’s global tagline is “Talk to Phillip”, our challenge was to retain the global tagline with a local flavor; all of which had to be done during a time when the Indian economy was low on confidence and potential target audiences needed to be motivated to convert them into active investors.The communication strategy was based on the premise that investors’ sentiment was a major factor to reckon with.
To form long-lasting connections with the intended target audience, we launched multiple campaigns across the year; campaigns that would reflect the trend, share the joy of a bull market and guide the investor in tough market situations. 4 different campaigns using integrated mediums were executed in a span of 24 months, expressing visible trends for market fluctuations pre-elections, election results, forming of a new government and a new Prime Minister, the Union Budget, etc.
Through in-depth market research and interviews, we soon came to realize that with equity investments, timing is everything. As a result, we produced a Television Commercial (TVC) that was woven around the theme of ‘Time’. The commercial thus inspires the audience to pursue their passion and builds up to a crescendo where it says: “The time is always right to do what is right”. The TVC ends with an appropriate motivational call for action to investors “To know when is the right time to invest, talk to Phillip!”
While the commercial successfully created brand recognition, there was a need to encourage HNI investors to start a conversation with the brand. The idea was to promote PhillipCapital as a brand that helped investors take control of their investments by representing the market as a bull and position PhillipCapital as the ideal matador that helped tame it. We thus created an illustrative visual campaign with varied combinations of the bull being tamed by an investor who had the prowess to lead the market thanks to PhillipCapital’s expertise. Out-of-Home (OOH) media was selected as a single medium to deliver this message as our research showed that the relevance of this medium was highest in the audiences’ mind.
To appeal to its young investors and differentiate it from its competitors, we decided to break away from stereotypical financial firm environments and created a space that used a vibrant color palette enhanced with attractive visual representations. Each visual deployed was a metaphor of growth, which aptly positioned PhillipCapital as the new-age financial giant.
The final milestone was to align the digital experience of PhillipCapital with its overall promise and brand identity. We were required to transform a complex, product-driven website into a simplified experience. To do so, we worked closely with the stakeholders of the business to eliminate clutter, synthesize content, and create fewer categories. With several in-depth mind-mapping exercises, we created a focused UX strategy.
The television commercial was launched across leading business channels and on YouTube. Within 10 days of release, the film attained over 5 million views with paid and organic reach. The OOH & Print campaigns garnered a positive response from the investor community. The execution of multiple campaigns at regular intervals ensured that a constant connection was maintained with the audience. It created a niche in the market and reinforced PhillipCapital’s brand equity. The campaign won accolades from the client and their global partners. PhillipCapital’s existing and potential clients now enjoy a best-in-breed, end-to-end digital experience. The new web platform is fast, informative and relevant to users. Best of all, it’s a platform that PhillipCapital can build on, adding future functionality as and when needed.