Anand Rathi Creates First Rap-Based Investor Education Ad Campaign


Many Gen Z and Millennial investors have started to take an interest in investing in the stock market. To provide them with information on good investment techniques, etc., Anand Rathi created a rap song, accompanied by a funky music video featuring their employees — Siddharth Sedani (Head, Equity Products), Narendra Solanki (Head of Fundamental Research) and Mehul Kothari (AVP, Technical Research) in rhythm. These names, previously known for their serious discussions of the markets on television and in media updates, have become wacky rappers for the video.

Devang MehtaMarketing Manager, Anand Rathi GroupShedding light on the campaign, said, “We want to impart the wisdom of investing to young people entering the stock market. We want people entering the stock market to do their research before investing. We wanted to convey the information in a different and offbeat way so that it can appeal to our younger audience. Written and curated by the in-house marketing team, this rap song is perhaps one of the first in the industry , which is perceived as serious and boring. With the rap song, we aim to spread an important message in an entertaining way.

Turning our serious looking heads into funky rappers was the most empowering and exciting part of the campaign. We are confident that the “Sahi Investing Ki Baat” initiative will strike a chord with the public and convey our message that research is the right path. »

Tuhin & Neel, Film & Creative Directors, Bandstand Videos, the creators of the song and video said: “It turned out to be one of our most interesting and rewarding assignments. The rap song was a creative challenge as the lyrics had to convey a serious message of ‘a light-hearted way without straying far from the goal of investor education. We are proud to have collaborated with Anand Rathi to create one of india first pure rap ad campaigns for investor education.”

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About Anand Rathi Shares and Stock Brokers Limited:

Anand Rathi Investment Services is the brokerage and distribution arm of the Anand Rathi Group. Showcase Pan Indian in over 370 cities with over 1100 outlets catering to over 4 Lakh investors.

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SOURCE Anand Rathi Investment Services


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