Lilladher (PL), one of India's oldest brokerage firms, has signed on Percept H for its creative duties after a competitive pitch. Industry sources estimate the size of the account to be around Rs 5 crore.
Arun Sheth, chairman and managing director, Prabhudas Lilladher Group, says, "Our company has been a low profile one until now. However, our strong points include our reputation for transparency among institutional, corporate and high net worth individuals." Now, with its brand building campaign, the group wants to expand its reach in the retail segment.
According to Prabhakar Mundkur, COO, Percept H, it is quite a strategic challenge to project a contemporary image for a traditional player, without compromising on its values and philosophy. However, some preliminary consumer research indicates that the new investor is young, contemporary and has a different appetite for risk than his older counterpart. "This, we have kept in mind while redesigning the corporate identity and campaign for Prabhudas Lilladher," he explains.
The corporate TVC will air on business channels initially.
For the record, PL has been a brokerage firm since 1944 and today offers portfolio management services, corporate advisory services, equity and derivative broking, and online trading on its portal, Majorgainz.com.