Summary

Swastik is considered sacred in India, symbolizing auspiciousness, prosperity, and good fortune. It is highly revered by the stock trading community. Since it’s an integral part of the rituals performed during Muhurat Trading in Diwali.  Muhurat Trading is unique to the Indian Stock Trading community. Although the stock market is closed during Diwali, traders engage in a special one-hour trading session, during which they buy token shares believed to set the tone for the upcoming year.

Insight

During Muhurat Trading, all brokerage firms and allied business promote themselves to attract the trading community to use their services. Big brokerage brands with large budgets have an upper hand, as they can take over the media to capitalize on the festival's fervor. Samco Securities, a young challenger brand with severely limited budgets, faced an extremely difficult challenge in getting noticed. These limitations made attracting traders to their trading app during the most important trading event next to impossible.

Creative Idea & Execution

To tackle the problem, Samco came up with a clutter-breaking idea that was independent of conventional media. Samco's game-changing idea harnessed the power of its Swastik-inspired logo. They developed the Shubh Swastik, a cutting-edge AR scanner.  Using a mobile camera, this AR-powered scanner could accurately scan and recognise any Swastik, anywhere. After identifying the Swastik, the scanner showed the Swastik transforming into Samco's logo, then proceeded to direct users to a microsite. This microsite delivered exclusive research-backed trading insights for Muhurat Trading.

Traders were urged to Scan Any Swastik, anywhere through a digital campaign. Firstly, a Vox Pop video was deployed on YouTube to create intrigue among traders to Scan Any Swastik. Then through a full-blown social media campaign spanning across WhatsApp, Telegram, Twitter, Instagram and YouTube, Samco urged the trading community to look for Swastik and scan it to uncover trading insights they needed for Muhurat Trading. Also, large Swastiks, along with the AR scanner link, were also displayed on digital hoardings for scanning. 

This creative campaign essentially turned every Swastik out there into a unique media for Samco.  So much so, that it was unprecedented achievement in the history of the securities category. 

Results

Campaign Reach and Engagement: 

• 5 Million+ scans in just 10 days
• 19 Million impressions
• 17X growth in social media leads
• 12 Million+ views
• 4.4X clicks
• Social traffic increased: 7% to 35%
• 15 Million editorial reach
• 30% increase in trades placed