'Equity is the essence of Motilal Oswal'

Motilal Oswal’s iconic equity-first positioning just got a facelift. In this interview, the firm’s marketing head breaks down how they’re refreshing the brand to stay relevant for a new generation of investors, without losing sight of what made it trusted in the first place. From aligning messaging across verticals to combating the noise of social media influencers, here’s how they’re making “Think Equity, Think Motilal Oswal” resonate once again. What is the overarching strategy for your elaborate repositioning exercise? Motilal Oswal is a respected, iconic and well-differentiated brand. For a marketer, taking charge of such a brand is a delight because it’s already distinct. The positioning, ‘Think Equity, Think Motilal Oswal’, is clearly thought out and strongly built. Our goal was to make it more relevant, align it with the changing times and ensure it connects with newer audiences the way it did with the older generation. How are you aligning marketing efforts across diverse verticals like AMC, AIF, PMS, distribution and brokerage, each targeting different markets and striking different chords with customers who may not fully understand products like mutual fund distribution or brokerage? The core positioning, the essence of this brand, is equity: Think Equity, Think Motilal Oswal. As