Comprehensive Marketing Strategy Of Motilal Oswal Financial Services

Updated on: Aug 15, 2022
Marketing Strategy Of Motilal Oswal Financial Services - Featured Image

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In our previous article, we had learnt in detail about the SWOT analysis of Motilal Oswal Financial Services. In this article, we will elaborate on the marketing strategy of Motilal Oswal Financial Services – A leading Financial Services Company.

The objective is to help you gain insights on Motilal Oswal Financial Services Marketing strategies and its different Marketing structure plans which it used to be in the market successfully.

Marketing is a part of a company’s DNA that can either make it or break it. As users across the world go digital, marketing has also followed them to the digital realm. If you are interested in new-age digital marketing, then you should check out IIDE’s Free MasterClass on Digital Marketing 101 by our CEO and Founder, Karan Shah.

We will fully cover our marketing strategy of Motilal Oswal Financial Services in this blog. Before we begin our deep dive, let us start by learning the company’s story, target audience and digital presence. 

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About Motilal Oswal Financial Services – Company Overview 

An Indian financial services company named Motilal Oswal Financial Services Limited is offering a range of financial products and services including broking, mutual funds, wealth management etc. The house was founded in 1987 and it slowly entered into investment banking in 2005 and private equity fund in 2006. 

The company offers online trading to its customers through a tie-up with SBI in 2006, PNB in 2007 and Axis Bank in 2013. It also has a mutual fund business named Motilal Oswal Asset Management Company.

Quick Stats on Motilal Oswal Financial Services
CEO Navin Aggarwal
Area Served India
Industry Finance
Market Share/ Revenue Rs630.02Cr
Vision To provide opportunities for children and their families to move from poverty and dependence to self-reliance.
Tagline Knowledge First


Marketing Strategy Of Motilal Oswal Financial Services

The marketing approach of Motilal Oswal financial services involves both traditional and digital marketing. As the world moves toward digital, digital marketing is becoming increasingly vital for reaching out to customers. Check out Karan Shah, the founder and CEO of IIDE’s free Digital Marketing Masterclass if you want to learn more about digital marketing and its applications.

Segmentation, Targeting and Positioning- 

Marketing professionals at Motilal Oswal use market segmentation to separate a huge market into smaller segments based on specific demands, traits, or customer behaviour. Usage, user status, income, lifestyle, value proposition priorities, advantages sought, loyalty status, gender, social class, self-perception, psychographic variables, and other attitudes are all parameters that Motilal Oswal might use to categorise customers.

Motilal Oswal’s financial services major segments include – wealth management, investment banking, home finance, and dealing in mutual funds.

Marketing Strategy Of Motilal Oswal Financial Services

The target audience of Motilal Oswal financial services comprises people from the age of 20 to almost 70-80 as its services can be availed by people with basic knowledge of financial services they want.

Positioning illustrates how your goods and products are in comparison to your competitors. Motilal Oswal Financial Services uses a value-based positioning strategy as it has positioned itself as a Public bank focusing on its business and customers for delivering services that are valued for money to the customers.


Marketing Campaigns

Motilal Oswal’s latest campaign captures life’s financial challenges.

Marketing Strategy Of Motilal Oswal Financial Services - Campaign 1

Motilal Oswal Financial Services (MOFSL), a financial services firm, has launched a new campaign to promote its mobile app, Live Life with No Fikr.

The campaign is based on the realisation that life presents unexpected financial challenges at various stages. These unexpected difficulties can cause stress. It intends to convey that through the Motilal Oswal Investor App, one can use Motilal Oswal’s investment advice across a wide range of products to help plan for any financial challenges that life may throw at them.

“Our goal is to make the Motilal Oswal Investing app the wealth manager for the retail investor and thus provide them advice on investing in a wide range of investment products,” said Adrija Das, senior manager of marketing at MOFSL. The ad campaign has a humorous tone that depicts various financial challenges that a person may face and provides an investing solution for each of them.”

The campaign is being promoted on television, digital platforms, and social media.

Motilal Oswal Home Finance launches maiden campaign with 4 films

Marketing Strategy Of Motilal Oswal Financial Services - Campaign 2

Motilal Oswal Home Finance has launched a brand awareness campaign – Think Home Loans. Think Motilal Oswal. The campaign, which consists of a series of digital films, shares amusing instances of daydreaming that people can relate to when looking to buy their first home.

Prathamesh Pathak, VP-Marketing, Motilal Oswal Home Finance, commented on the campaign, “Owning a home is a once-in-a-lifetime decision, and thus for hassle-free home loans, one needs a partner whom they can trust.” The Motilal Oswal brand has been in the financial services industry for over 30 years. This experience allows us to provide hassle-free home loans. We decided to use humour as a genre to connect with the audience for affordable home loans and thus developed the daydreaming concept.

The films depict various types of people, allowing them to connect with a wide range of affordable home loan audiences. Boundless Media conceived and carried out the project to provide us with simple-to-understand yet entertaining films.”

The clear mandate by Motilal Oswal to highlight their hassle-free home loan process and the legacy of the Motilal Oswal Group in light of in an engaging manner has appealed to a large audience. 

Motilal Oswal Financial Services launches new campaign – ‘PHYGITAL

Marketing Strategy Of Motilal Oswal Financial Services - Campaign 3

Motilal Oswal Financial Services has launched its latest campaign to promote its services, dubbed ‘PHYGITAL.’

The campaign employs a distinct look and tagline to entice the audience to take advantage of the best of both worlds, digital and physical.

According to Ramnik Chhabra, executive director of marketing at Motilal Oswal Financial Service, “a value-added experience is one in which the service is configured around the needs of the customers.” Equity as an asset class has low penetration, with new investors joining daily. 

To succeed, both rational analysis and emotional discipline are required. A Phygital experience helps meet these needs by combining digital convenience with advisor analysis /counselling /insight. To bring the Phygital proposition to life, they launched a multi-channel campaign emphasising the advantages of the Phygital investing experience.”

Social Media Marketing

Motilal Oswal Financial Services is active on Social Media like Instagram, LinkedIn, and Facebook. It has almost the same number of followers on Instagram and  LinkedIn. Motilal Oswal is also present on Facebook and actively posts there as well. 

The Instagram and Linkedin handle has followers in the range of around 180-182k. LinkedIn is more of a professional sort of social media which excludes young teenagers as most of them don’t have an account on LinkedIn. The posts contain mostly promotional and informational content along with some posts related to their new product launch, some conferences, and new IPO launch schedules.

SEO Strategies

Marketing Strategy Of Motilal Oswal Financial Services - SEO

As per SEO ranking, it is said that the number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can see that  has more than 1500 organic keywords and it’s considered as good. That means the digital marketing of Motilal Oswal is gaining a good number of insights. 

Also, the traffic per month is around 25k+ which is known as good. Hence, Motilal Oswal financial services still need improvements in its SEO strategies while working hard enough to keep the brand soaring in the Google organic SERP results.

Influencer Marketing

Motilal Oswal and WATConsult, a financial services company, have collaborated on a digital campaign titled #TheOnlyTIP, which features stand-up comedian Mallika Dua and the Man from Motilal Oswal (MFMO) Manav Kaul.

Mallika Dua plays several individuals in the video who have been the victims of unsolicited counsel. In the video, the advantages of TIP (Target Investment Plan), a goal-based investment platform, are also discussed.

“Humor has emerged as a powerful medium in recent years,” Rajiv Dingra, Founder and CEO of WATConsult, remarked of the campaign. With this in mind, the team created a comical twist on the campaign to break the trend of serious marketing used by most financial brands. With a well-known figure like Mallika Dua as part of the campaign, we are confident that the message will reach a wide audience.”

Marketing Strategy Of Motilal Oswal Financial Services - Influencers

Ecommerce Strategies

In talking about the e-commerce strategies Motilal Oswal financial services have its website from where they sell their various services with special offers. Besides that, it has more than 10 apps available on the play store to assist the public in the different financial fields.

Mobile Apps

Apps by Motilal Oswal
App for Motilal Oswal Smart Watch:

Marketing Strategy Of Motilal Oswal Financial Services - App for Motilal Oswal Smart Watch

The Motilal Oswal smartwatch App is India’s first smartwatch app, and it’s the quickest and easiest way to stay on top of all important information about your assets. This software allows you to receive notifications and alerts on the latest market statistics, positions/limits updates, and more, all from the palm of your hand. When you’re on the go, in a meeting, on the treadmill, watching a movie, or eating lunch, it gives you real-time trading alerts.

App for Wealth Management: Customers of MOPWM

MOPWM’s Android and iOS Apps, which are part of Motilal Oswal Financial Services, one of India’s largest full-service financial groups, offer cutting-edge technology to help you plan, make, track, and analyze your investments. MOPWM – Motilal Oswal Private Wealth Management – is unique in that it helps you understand how the advice you receive works for you. You’ll be able to see how the concept of the advisory relationship, the subsequent portfolio development, and overall wealth management are assisting you in achieving your financial goals and objectives by using this tool.

Marketing Strategy Of Motilal Oswal Financial Services - Mobile Apps

Similarly, it has more apps available on the Play Store for Android and iOS.

Content Marketing Strategy

On social media, Motilal Oswal Financial Service is quite active. Their new apps, IPO launches, successful conferences, targets, awareness messages, various services, etc. are all discussed in the post’s content. Facebook, Instagram, and Linkedin are the platforms used for posting material. Additionally, they issue press releases on their products, services, and operational updates via a number of publications, including The Hindu, MoneyControl, Financial Express, the New Indian Express, etc.


This ends the elaborative marketing strategy of Motilal Oswal Financial Services. Let us conclude our learning below from the marketing strategy of Motilal Oswal Financial Services.

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Conclusion – What’s Unique in Motilal Oswal Financial Services?

We noticed in the marketing strategy of Motilal Oswal Financial Services that it is gaining momentum and public support by utilising numerous marketing methods. Its recurrent efforts help to raise public awareness of its presence and services.

Furthermore, the available apps make it a more powerful corporation in contrast to its competitors. Overall, the financial services provider is on the right track, and ongoing improvement, innovation, and competitiveness will lead to competition for its ultimate goals.

They are doing everything which every business should be doing in this digital era from having a great content marketing strategy to a properly structured website that tells everything a user would need to know about their business and the products and services they offer.

With this growing demand, one needs to upskill themselves with new skills and gain practical experience. If you would like to learn more and wish to gain some practical experience, do checkout IIDE’s 4 Month Digital Marketing Course for more information. 

If you would like to learn more and develop skills, check out Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing. 

We hope this blog on the marketing strategy of Motilal Oswal Financial Services has given you a good insight into the company’s marketing strategies.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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