Mumbai: Looking to leverage the opportunities in Indian capital markets, brokerage firm HDFC Securities is betting big on digital. To that end, the company has onboarded Mumbai-based digital marketing firm, Puretech Digital, to manage its content and social media mandate.
HDFC Securities will work closely with the agency to create compelling investor awareness campaigns across multiple digital platforms. Puretech will create and manage a wide variety and format of content across its various social media platforms. A large part of this content strategy will pivot around video and vernacular.
The goal behind the mandate is to use digital platforms to drive greater engagement with users and create financial awareness at a time when more Indians than ever before are investing in financial assets. With 2021 turning out to be a great year for the Indian capital markets, the secondary market indices are frequently testing new highs, while the primary market is buzzing with unprecedented interest in IPOs. First-time investors are flocking in large numbers to invest in the stock markets and brokerages are opening demat and trading accounts at a rate never seen before, said the statement.
The number of demat accounts in the country has increased sharply since the start of FY20, from Rs four crore to about Rs seven crore. The boom in equities, along with the COVID-19 lockdown, has incentivised people to learn about the stock market, it added.
“The rise in interest in the stock market presents an opportunity for and puts the responsibility on the financial-services industry to educate investors, especially as more youngsters try to navigate the world of equities in the hopes of achieving their financial goals,” said HDFC Securities CMO & CDO Gagan Singla, adding that social media, video and vernacular are great ways to reach both first-time and seasoned investors. “We are working with Puretech Digital on optimising and driving excellence throughout a customer’s financial decision journey while assisting them to leverage from our more than two decades of capital markets expertise and experience. We are sure that our leadership in research translating into digital content will provide ease of stock market picking for our customers and a wider audience," Singla added.
Puretech Digital will drive the execution of this ambition, led by its team of growth marketing professionals, content creators, and digital marketers.
“Digital platforms offer an incredible opportunity to create greater investor awareness through knowledge-based content,” said Quantent president and Puretech Digital CEO & MD Prashant Deorah. “Puretech and HDFC Securities are working collaboratively to drive better outcomes across the marketing funnel, be it through content, search, or social media. “
