Mumbai: Research & Ranking, the equity investment advisory brand and a part of Equentis Wealth Advisory Services Ltd, has announced the launch of its digital festive campaign #HarGharLakshmi. The digital brand film campaign emphasizes increasing women's participation in equity investments. In a world where financial empowerment knows no gender, this campaign aims to inspire and encourage every woman to manage the family’s future like they’ve been managing households and budgets for centuries.
Speaking on the campaign launch, Research & Ranking chief marketing officer (CMO) Alok Arya shared, “In India, festivals have a deep cultural significance, and Diwali is not just a festival; it's an emotion. It is a shared spirit that unites us all. The impact is very high, and as a brand, we want to harness this occasion to empower lives. With #HarGharLakshmi, we want to inspire a wave of change, nurturing a future where women not only manage homes but actively shape the financial landscape of their homes and beyond.”
The #HarGharLakshmi campaign is the culmination of a startling statistic that only 24 per cent of retail investors in the stock market are women*. Despite being the primary decision-makers and the traditional keepers of household finances, women's participation in investment decisions remains disproportionately low.
Django Digital co-founder Aashay Shah shared, “Despite their pivotal roles at home, women do not participate in financial decision-making. In collaboration with Research & Ranking, we got this opportunity to highlight the importance of women's participation in making financial decisions, reinforcing her identity as Goddess Lakshmi of their household and encouraging them to take the reins of financial investments. This campaign has been envisioned to be a conversation starter at every home, bringing about the change we need to see.”
The digital brand film has been shot by SM Productions and is edited by Django. The digital campaign #HarGharDiwali is live across YouTube, Facebook, Instagram, LinkedIn, and Twitter channels of Research & Ranking.
With education and empowerment, Research & Ranking is working towards creating a more inclusive and empowered society where everyone, regardless of gender, can confidently make informed investment decisions.
