Establishing investor-centricity
- Communication Design
- Brand campaign
- Product campaign
Goldman Sachs Asset Management wanted to attract institutional and retail investors by establishing empathy. It wanted to disrupt a prevailing notion – large global industry players are solely driven by macro trends and goals.
The local perception towards a global player was a mixed one. Retail investors wanted their investments to benefit from the brand equity. But they needed more assurance about the company’s commitment to risk mitigation. Based on the insight, we gave birth to a campaign – ‘We hear you’ – that boldly answered unspoken questions with Indianisms.
Featuring powerful visuals that captured the emotions of India, the campaign’s communication design delivered a sense of comfort and companionship. The brand campaign was also extended to product categories. We sought to capitalize on the new, confident sentiment to create direct business impact and growth in AUM for our client.
“The average Indian is an emotional buyer, even when it comes to investments. This called for our client to speak the same language. Be it decision-makers for institutional investments or retail portfolios, we realized that a sense of safety and relatability, just as one experiences when talking to a financial advisor, was key to triggering confidence and decisions. With the campaign, we achieved our singular goal of humanizing the brand and its approach to portfolio management.”
The campaign strategy hit the nail on its head, driving brand affinity. In the weeks following the campaign, the client witnessed:
