While others offered different investment options like equity, FDs, Insurance, MFs etc., Motilal Oswal for 30 years was practicing and creating wealth only through equity. We made this single-minded experience, our expertise and differentiator. But what we did even more impactfully was to give the brand a distinct tone of voice. In an otherwise boring, stressful category of BFSI, we create a light-hearted, witty, contemporary, young tone of voice. This became the new language and identity of the brand.