Mumbai: Investment platform Upstox (also known as RKSV Securities India) has launched its Indian Premier League (IPL) 2022 campaign called ‘Own Your Future.’ The marketing campaign aims to encourage young Indians to participate in the equity market.

The digital ad film showcases how one can “make your favourite companies work for you”- by buying their stocks, becoming a shareholder in them, and thus having the company and its management work to improve the returns.

The brand has partnered with IPL ever since the cricket league was launched in 2008. The first two videos of the series were released along with the launch of Tata IPL 2022.

“The campaign ‘Own Your Future’ intends to encourage more Indians to participate in the equity market and make the right investment choices through Upstox,” said Upstox co-founder Kavitha Subramanian. “Young Indians today understand the value of owning assets and building a portfolio, via owning shares in companies. There’s a huge rise in startup culture and they understand that even if everyone cannot be an entrepreneur, you can still own a share of a company, and participate in its long term upside.”

“Just like IPL has redefined cricket, Upstox aims to redefine investments for its customers. We are positive that this campaign will help drive a culture of equity investment in India, as well as encourage more Indians to take charge of their financial future,” she added.

The multimedia marketing campaign includes commercials on television, digital, and social media platforms. While digital has been employed to reach out to the target segments in metros and big cities, television will be dominating the media mix for tier 2 and 3 cities, the brand said.