NEW DELHI: Days after announcing its association with the 2021 edition of the Indian Premier League (IPL), Ratan Tata-backed brokerage firm Upstox has rolled out a new campaign, Start Karke Dekho, that aims to promote better financial participation in the country.

By speaking to the fact that sometimes it’s all about just taking the first step, the campaign emphasises that with Upstox, investing is extremely simple and effortless, right from the get-go.

It features a series of videos capturing insights from everyday situations. The campaign’s underlying objective is to create financial awareness and foster an investment culture across the country.

The campaign includes commercials on television, OTT, digital, and social media platforms. While digital and OTT platforms are employed to reach out to target segments in metros and big cities, television dominates the media mix for tier-2, tier-3, and tier-4 towns.

Upstox co-founder & CEO Ravi Kumar said, “The most important aspect of the campaign is that it gives first-time users confidence to start their investment journey. At Upstox, we want to refresh the way investing is done in India, just like IPL has reinvented cricket as a sport in India. We believe that our campaign Start Karke Dekho will create a significant impact on the millions of young people who want to manage their funds better.”