Sharekhan launches it’s new Discount Broking brand Espresso and collaborates with The Rabbit Hole to remind us that “Paise ped pe nahi ugte”

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Espresso, Sharekhan’s new discount broking brand has launched a new digital video film, on the premise of ‘Paise Ped Pe Nahi Ugte’, effectively highlighting Espresso’s  ‘pay-only-when-you-profit-pricing model’.

The ad-film was conceptualised, written, and produced by The Rabbit Hole team’s Mumbai office. The film has phenomenal music complemented by the deep baritones of singer Jaspreet Jasz and capturing the 70’s beats aptly with compositions by Hanif Shaikh and lyrics by Vibhu Puri who is also the director of the ad-film.

Speaking on producing the ad-film, Rishabh Khatter, Business Head, The Rabbit Hole said “During the initial days of the lockdown Sharekhan came to us for a video solution that perfectly captured the value proposition of their new brand, Espresso. We decided to tell a story with a relatable message that would resonate with every Indian, and hold true not just for traders and investors, but would also entice those thinking about entering the world of investing in general. When we started brainstorming, we concluded there was one lesson about money that was unanimously imparted by every Indian parent to their children, and that is to value every rupee, as money doesn’t grow on trees. Thus we came up with the communication “Paise Ped Pe Nahi Ugte” and created a story around it. We took months to prepare and adapted to all the new challenges of shooting and managing a production unit in the midst of a pandemic. I’m so proud of The Rabbit Hole team for facing every challenge head-on and figuring a solution. We have a saying in our team ‘Lockdown ? What Lockdown ?’. We’re super grateful for the support we’ve received from Sharekhan, for trusting our vision and our process in bringing it to life.”

Danny Nathani, Chief Brand Officer, Sharekhan added “With this film the FoxyMoron and The Rabbit Hole teams, as well as Vibhu Puri, have done justice to our new brand launch, by giving it the required freshness, in terms of the script, the film’s look, and the track. We hope it strikes the right chord with the new generation of traders and investors that Espresso wants to become the brand of choice for”

The Rabbit Hole team shot this ad-film over 1 shoot schedule spanning over 11 days of cumulative production work. The ad-film is now live on Youtube and other social media platforms and has been translated into regional languages like Gujarati, Malayalam, Bengali, Kannada as well. Prior to the launch of Espresso, The Rabbit Hole also worked with Sharekhan on the beta testing phase of the same which was titled ‘Project Leapp’ by launching an animated video ad succinctly explaining the features that its beta platforms offered.

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