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In 2009, Parag Parikh Financial Advisory Services (PPFAS) began its journey with a strong commitment to ethical investing.
By 2013, the company made a bold decision to exit retail broking, institutional broking, advisory services, wholesale debt markets, and merchant banking to launch a mutual fund aligned with its long-term brand philosophy: “Investing your money as our own…only for the long term.”
chlorophyll played a pivotal role in shaping and amplifying the brand to resonate with its unique philosophy and attract discerning investors.
Challenges
Lack of differentiation:
The mutual fund space was crowded, with numerous players vying for the trust of investors.
The mutual fund space was crowded, with numerous players vying for the trust of investors.
Sceptical audience: Retail investors often hesitated to trust financial institutions due to past experiences of market volatility and mismanagement.
Low visibility:
PPFAS was a relatively small player in 2013, managing
an AUM (Assets Under Management) of just ₹351 crore.
PPFAS was a relatively small player in 2013, managing
an AUM (Assets Under Management) of just ₹351 crore.
To achieve meaningful growth, PPFAS needed a brand strategy that communicated trust, consistency, and a focus on long-term value.
PROCESS
chlorophyll approached the challenge with a systematic and creative framework:
1. Brand Discovery: The anthrop™ framework was utilised to distil PPFAS core essence into a simple, timeless narrative. Defining Core Values: chlorophyll emphasised the brand’s principle of treating client investments as their own, focusing on long-term wealth creation.
2. ideantity™: The fable of the hare and the tortoise was chosen to symbolise their slow, steady, and reliable investment philosophy. The brand was designed to project an understated yet confident image, steering clear of flashy claims or aggressive growth messaging.
1. Brand Discovery: The anthrop™ framework was utilised to distil PPFAS core essence into a simple, timeless narrative. Defining Core Values: chlorophyll emphasised the brand’s principle of treating client investments as their own, focusing on long-term wealth creation.
2. ideantity™: The fable of the hare and the tortoise was chosen to symbolise their slow, steady, and reliable investment philosophy. The brand was designed to project an understated yet confident image, steering clear of flashy claims or aggressive growth messaging.
Insight
In the saturated financial services market, authenticity and focus on long-term results are powerful differentiators. chlorophyll recognised that PPFAS ethical and patient approach was its strongest asset. The ideantity™ framework revealed that simplicity and integrity would resonate most with PPFAS ideal audience—investors seeking stability and trustworthiness over quick returns.
SOLUTIONS
chlorophyll crafted a brand strategy rooted in timeless values and clear communication:
1. Brand ideantity™: The fable of the hare and the tortoise became a cornerstone of PPFAS storytelling, symbolising its reliable and steady growth ethos.
2. Brand line: “There’s only one right way” reinforced the company’s commitment to shared interests and prudent decision-making. 3. Strategic messaging: The brand language highlighted PPFAS philosophy of avoiding short-term risks and focusing on sustainable value. The results were remarkable. PPFAS AUM grew exponentially, from ₹450 crores in 2015 to ₹100,000 crores in 2024, proving the effectiveness of its rebranding.
1. Brand ideantity™: The fable of the hare and the tortoise became a cornerstone of PPFAS storytelling, symbolising its reliable and steady growth ethos.
2. Brand line: “There’s only one right way” reinforced the company’s commitment to shared interests and prudent decision-making. 3. Strategic messaging: The brand language highlighted PPFAS philosophy of avoiding short-term risks and focusing on sustainable value. The results were remarkable. PPFAS AUM grew exponentially, from ₹450 crores in 2015 to ₹100,000 crores in 2024, proving the effectiveness of its rebranding.
