By Abhay Ray 
Introduction
On February 1, 2025 as the Union Budget 2025-26 was presented by Union Minister of Finance and Corporate Affairs, Nirmala Sitharaman, viewers watching business news channels saw the financial services company, Motilal Oswal Financial Services (MOFSL) unveil its refreshed brand identity. For the 37-year-old financial services company, the refresh was in-tune with the evolution happening all round, particularly with the demographics as well as psychographics, and was accompanied with the campaign
Sandeep Walunj Talks About MOFSL’s Strategic Rebranding
In an effort to modernize its image and appeal to a wider audience, Motilal Oswal Financial Services (MOFSL) has undergone a significant rebranding. Sandeep Walunj, the Group Chief Marketing Officer (CMO), emphasized that the company’s refreshed identity is central to its strategy for future growth and visibility.
The rebranding includes a bold new logo, a shift from the traditional orange and yellow to a more sophisticated Oxford blue, representing professionalism and stability. This new color palette is paired with a contemporary, lowercase font to make the brand feel more accessible and approachable. According to Walunj, this move is a direct response to the evolving needs of modern investors, especially the younger generation that prioritizes trust, relatability, and educational content. MOFSL’s rebranding reflects an effort to stay relevant as a financial services provider in an increasingly competitive market, focusing on a seamless blend of digital engagement and traditional media. With this strategic rebranding, Walunj believes that MOFSL is better positioned to engage with diverse investor demographics, offering both legacy and innovation. Through this effort, the company aims to enhance its visibility and ensure a stronger connection with its audience in the coming year.
Combatting Scams
In 2024, the Reserve Bank of India (RBI) reported bank frauds that exceeded ₹ 139.3 billion. This highlights the importance of investor education and vigilance. On its part, MOFSL has removed over 15,000 fake posts, videos and apps to combat fraudulent activities. MOFSL also released the #YehConHai campaign focusing on educating investors to recognise and avoid scams.
The quirky and hilarious campaign films featured Raamdeo Agrawal, Chairman & Co- founder, MOFSL taking on a scamster while landing the message effectively. He identifies the key red flags that investors should be wary of when approached by potential fraudsters, such as pressure to act quickly or make rushed decisions, promises of guaranteed returns, assurances of instant or extraordinarily fast profits and any requests to transfer money to a separate, non-official account. As part of the campaign, MOFSL introduced channels for investors to verify claims and individuals’ authenticity. Talking about its media mix he says that MOFSL’s has a good media mix in terms of which channel works best for them. He adds, “We have a balance between traditional and digital as brand equity gets built in the traditional way. Traditional media is used judiciously to target the in-market audience effectively. Digital is used for ease of transaction and reminder with Meta and Google being our primary channels.
Growth and Expanding Base
The risk factor associated with stock market investments has typically meant that investments in bourse have been restricted to metros, such as Mumbai or State like Gujarat and Rajasthan in India. However, a big change has been the significant decrease in risk perception in market investments in recent times. On the other hand, the risk appetite has increased and rising aspirations has seen people move their money from traditional investments in the pursuit of higher returns. Another key factor, the rise in fintech platforms has made investing very accessible. Walunj explains. “The increased accessibility and aspirations as well as an increased risk appetite has resulted in people entering the market. Apart from the traditional bastions of Mumbai, Delhi, Gujarat than Rajasthan, people are coming into the markets from the Hindi Belt, the Northeast and across the strata from other parts of the country. In addition, we ate seeing youngsters, the middle aged and even retirees are looking at the markets because the traditional investments are not as lucrative as they were.”
He continues, “In terms of growth we are seeing 25% to 30% year-on-year growth in number of investors from the Hindi heartland. The growth rate in the traditional areas of Mumbai, Delhi etc. is in the range of 12% to 15%, but that’s on a large base.” Walunj says, “There are a lot of investors wanting to invest and there is a dearth of players like us who represent professionalism and have the required research. Most of the fintech platforms do not have the research or the right advice and the consumer is left on their own. We want to fill that vacuum, which is why we will be talking more often on all the relevant channels and you will see us being more visible next year. We need to be more approachable so that more people come in, and take our knowledge and advice and invest successfully.
The Creative Process: Research-Driven Evolution
The journey towards this new identity was crafted through extensive market research. Walunj details the comprehensive approach: “We conducted extensive qualitative and quantitative research. We studied various investor segments from older, seasoned investors to emerging young investors, day traders, and F&O traders. We assessed their investment behaviours, aspirations, and perceptions of Motilal Oswal versus our com petitors. “
The company’s research methodology was exhaustive. After a rigorous evaluation process that included six top agencies both Indian and global MOFSL made an unexpected strategic decision.
“None managed to balance our legacy with the evolving consumer landscape,” Walunj explains. “Some leaned too heavily towards modernisation, while others were too anchored in the past.” Ultimately, the company opted for an innovative in-house solution by launching an organisation-wide design challenge that generated 20 distinct submissions.
Conclusion
Sandeep Walunj’s vision for Motilal Oswal Financial Services (MOFSL) highlights a clear path toward greater visibility and market relevance in 2025. With a refreshed brand identity, including a modern logo, updated color scheme, and a focus on appealing to a younger, more diverse investor base, MOFSL aims to position itself as a forward-thinking, accessible financial services provider. By strategically unveiling this new identity during the Union Budget 2025, the company is ensuring heightened visibility and engagement. As a result, MOFSL is poised to strengthen its presence in the market, attract new investors, and foster deeper connections, all while maintaining its legacy of trust and professionalism.
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