Encouraging fence sitters to start their investing journey, with Groww

Groww is one of the leading fintech apps, making investing simple, transparent and accessible to everyone. The brand’s belief is that investment is for everyone. Groww came to Sideways to build on this philosophy and talk to the fence sitters, the ones who have been thinking about starting their investing journey but procrastinating the first step of onboarding themselves.

The team at Sideways (consisting of several Groww users) tried to understand the motivators and barriers to starting, for these fence sitters. Despite being digital first and experimental in other decisions, this audience found investing daunting and most truly believed it wasn’t for people like them. Hence, we decided to show the reality that people like them and people in their first circle had already begun their investment journey. This is something that was also echoed by the fence sitters we talked to. They were already hearing these terms in their conversations more and more every day, and that gave them the confidence to start the journey by first learning and then investing. Hence, we arrived at the concept of everyone speaking the language of investing, even the ones traditionally not pictured as the ‘investor’ type. And Groww being the simplest, friendly and inclusive experience is the best place to start.

Abhijit Avasthi, Co-Founder, Sideway, “Across India, interest in investing has grown exponentially in the past couple of years and hence a thousand players are putting out their offerings but somehow most sound similar. It’s now critical to start building a unique, fresh voice for every brand. To break clutter and stand out in an endearing way, that is relatable to the masses, was what inspired the idea of ‘language of investing’.”

Harsh, Co-founder, COO, Groww, "One of the reasons people feel apprehensive about investing, is they think that investing is only for the experts. We needed to reach out to these fence sitters in our effort to democratize investing for all. The fact that now everyone can learn the language of investing and Groww is happy to be part of that journey with them. Sideways has helped express these points across in their conceptualization of the films and Groww is happy to have partnered with them in this endeavour."