Angel Broking urges customers to trade smart, #DontBeAChomu

While the financial world is actively leveraging digital and tech platforms in their business models, most players have limited back-end and tech infrastructure to support their offerings. As a result, most investors have to face multiple problems while making their financial investments. Angel Broking Limited (formerly known as Angel Broking Private Limited) launched its latest TVC; thereby showcasing seamless way to invest along with personalised advice through Angel Broking mobile app powered by ARQ (user friendly rule-based investment engine).

With digital platforms making trading easy, the broking industry in India has witnessed a huge influx of investors in the recent years. However, most investors still have to deal with problems such as buffering, being locked out of their own investment portfolio, or lack of service orientation. Technology is expected to play a pivotal role in taking the financial sector to the next level by curating personalized user experiences and investment solutions.

The film highlights a series of dramatized hurdles that the customer normally has to undergo while trying to trade. From inaccessibility to back-end issues, the difficulties are endless. He is then introduced to Angel Broking’s mobile trading application that is enabled with rule-based investment engine and powered by user friendly ARQ; which seeks to improve and enhance his broking experience. The humorous advertisement urges customers #Don’tBeAChomu’. As the advertisement shows, a Chomu is someone who makes illogical decisions and bears painful situations helplessly. As a solution, the brand offers its Mobile App with convenient and user-friendly features, thereby inviting customers to #TradeSmartWithAngel.

Mr. Prabhakar Tiwari, Chief Marketing Officer further added, “There are multiple players operating in the broking industry today. While consumers have a plethora of options to choose from, the issue mostly lies with the user experience. Limited infrastructure to support the tech-led services being offered has put off many consumers due to the multiple problems that they have to face while attempting to invest. Backed by the user-friendly nature of ARQ, Angel Broking mobile app is a holistic solution for consumers to invest in a seamless manner. The TVC, too, aims to showcase the seamless nature of Angel Broking mobile app to make investments, without having to encounter any hindrances.”

Mr. Vinay Agrawal, CEO, said, “India’s demographic profile offers a large millennial segment, that is digitally savvy and at ease with adopting technology to conduct all financial transactions due to the convenience that it offers. The Angel Broking mobile app is designed in a way that it would be able to showcase the relevant and insightful investment information helping the customer make an informed decision.”

Speaking about the campaign Mr. Rajdeepak Das, MD India & Chief Creative Officer Leo Burnett South Asia asserted, “The campaign talks about the journey every investor goes through; from facing issues with their relationship managers to lack of understanding or simply insufficient information on the current apps. The light – hearted execution takes you through a day in the life of an investor outlining the ironies of his life. Bridging this gap is Angel Broking’s mobile trading app which is powered by the ARQ technology that allows the customers to manage their wealth and investments in an efficient and organized manner.”



Creative Agency: Leo Burnett


Chief Creative Officer, Leo Burnett South Asia: Rajdeepak Das

Chief Strategy Officer, Leo Burnett South Asia: Dheeraj Sinha


Executive Creative Director: Gunjan Poddar

Creative Director: Manasvi Abrol, Gaurav Kumar

Creative Team: Tinna Rajput


Executive Director & Head – Mumbai: Rakesh Hinduja

Head of Planning, Mumbai: Ajeeta Bharadwaj

Planning Team: Shruti Gupta

Business Head: Divya Bhatia

Account Management Team: Kiron Kumar, Rohini Radhakrishnan


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