MUMBAI: As Edelweiss Capital expands operations into various consumer services, primarily retail broking and mutual fund, it has launched a fresh advertising campaign that articulates the consumer‘s need to act on their dreams and aspirations without fear.

The multimedia campaign positions Edelweiss, a diversified financial services group, as an enabler of aspirations. 
 
The campaign rolls out on Hindi and English business news and entertainment channels with support in print, cinema and internet. Each media platform will play a specific role.

Created by Ideas@Work, a boutique agency, the TVC has been directed by Prashant Godbole and produced by Films Group.

While TV will be used to gain empathy of consumer through articulation of his innate wants to do more for self and family, press will build on the TV campaign by providing specific products that can help the consumer realise his aspiration of investing smarter/better. The medium will be used to drive home the brand advantage.
 
Cinema will reinforce TV and print and use various innovations in key theatres. The online platform, meanwhile, will direct investors to the product that helps them realise better investing.
 
Edelweiss Capital, founded in 1995, offers a range of products and services spanning varied asset classes and diversified consumer segments. The product offerings are broadly divided into investment banking, brokerage services, asset management and financing.

The company soon plans to be in housing finance and life insurance.