MUMBAI: Nilay S has wrapped up his near five-year run at online brokerage Upstox, where he rose to director of marketing.
Joining in 2020, Nilay helped shape the firm’s brand and product marketing strategy, spearheaded marquee campaigns across the IPL and World Cup, and built initiatives such as UpLearn and UpNews. He led a 25-strong team, directly managing seven functional leaders, and drove growth across SEO, ASO and newer platforms.
Earlier, Nilay spent nearly two years at Bytedance in senior marketing roles, handling go-to-market strategy for TikTok India. His résumé also spans stints at WPP’s Maxus Global, Accenture and TBWA.
A graduate of Gujarat University with a later product management programme at Duke, Nilay signalled that he is “excited about what lies ahead” as he moves on from Upstox.
MUMBAI: Traffic jams just got entertaining: brands are waging wars – not with WhatsApp texts or witty tweets, but with billboards that bite back.
As you crawl along the road, an eye-catching banner quips, only to be topped the next day by its competitor’s cheeky comeback. The billboards aren’t just advertisements; they’re battlegrounds for banter – a hilarious showdown in the sky.
In the spirit of 2025’s resolution mania, India’s most iconic brands are trading punches with humour and wit, thanks to Upstox’s ingenious campaign. Forget stale promises – these billboards are serving up financial wisdom, housing goals, and playlist envy with a side of laughs.
Upstox, a leading wealth management platform, set the tone with its playful message: “Diet me greens add kar diye. Aur green portfolio ka kya?” Encouraging individuals to consider their financial goals for the new year, the billboard quickly caught public attention.
Other brands followed suit, adding their unique flair to the conversation:
. boAt, the audio lifestyle brand, chimed in with a reminder for party hosts: “New Year party to rakhli. Par playlist ka kya?”
. Asian Paints tapped into aesthetics with a nod to home decor: “Apne favourite celebrities ki saari movies dekh li. Lekin unke home decor ka kya?”
. Pepperfry highlighted hosting essentials with its clever quip: “House Party announce kar diye. Ab extra seating ka kya?”
. Yatra, the travel platform, inspired wanderlust with a call to action: “Vacation ke sapne dekh liye. Aur booking ka kya?”
. OLX encouraged gadget upgrades with practicality: “Phone upgrade karna hai? Purane phone ka kya?”
. PharmEasy kept health resolutions in focus: “New Year party toh karli. Par health resolutions ka kya?”
. Bobble AI tapped into relatable texting humour for romantics: “Crush ka number mil gaya? Ab texting interesting banane ka kya?”
The billboard banter seamlessly blended humour, relatability, and creativity, proving how outdoor advertising can spark a vibrant dialogue. Each brand stayed true to its identity while contributing to a shared New Year theme, creating a memorable campaign that resonates with audiences across India.
As 2025 approaches, this campaign stands as a testament to the role of camaraderie and wit in effective advertising, proving that resolutions may come and go, but great storytelling lasts forever.
Mumbai: Upstox has unviled its new brand campaign for Muhurat Trading, aimed at promoting equity participation this Diwali. Muhurat trading, a traditional practice in Indian markets during Diwali, symbolises wealth and prosperity. This year, Upstox encourages users to start a new tradition by investing in stocks, mutual funds, or Gold ETFs and MFs.
The campaign’s message, ‘Iss Diwali, Kuch Naya,’ emphasizes building new investment habits while respecting tradition. Through a story of a multigenerational family celebrating Diwali, Upstox illustrates how family traditions can expand to include investing together using the Upstox app.
Upstox co-founder Kavitha Subramanian said, “Muhurat trading has always been a significant tradition for the investor and trader community, symbolising the start of the new year. Through our latest campaign, we want to take this auspicious occasion a step ahead. We want to inspire every Indian, —whether a seasoned trader or a first-time investor—to strengthen their investment journey with ‘kuch naya’, fostering a legacy of financial security and prosperity for the future.”
Earlier this month, Upstox introduced new trading features powered by Tick-By-Tick data, branded as the ‘TBT Engine,’ aimed at providing retail traders with access comparable to institutional levels. Upstox seeks to boost trading participation this Diwali, enabling customers to have a more informed and efficient experience on its platform.
Upstox currently serves over 1.3 crore customers, 75 per cent of whom are millennials, with approximately 70 per cent being first-time investors, and 85 per cent of these from tier two and three cities. Adding around five lakh new customers each month, Upstox continues to support investors in building wealth and securing their financial futures for themselves and their families.
Mumbai: Upstox, an Indian wealth management platform, has launched “Upstox News”, a platform dedicated to helping individuals make informed financial decisions. This initiative aims to redefine how users access and consume financial news, covering not only markets and investments but also personal finance in general.
Upstox recognised that the journey to building wealth is often cluttered with challenges such as mis-selling financial products, misleading advice, information overload, and complex jargon. These challenges can lead to decisions misaligned with an individual’s financial goals. “Upstox News” seeks to disseminate financial knowledge in an easy-to-understand, credible manner, free from jargon and information overload.
“Upstox News” is a meticulously curated repository of financial knowledge encompassing a wide array of topics, including markets, business, personal finance, Upstox originals, live blogs, and web stories. With over 60-70 articles written daily, each section delivers insightful, timely, and actionable content, ensuring users are always a step ahead in their financial decision-making.
“We understand that in today’s fast-paced world, having access to reliable and comprehensive financial news is paramount,” said Upstox co-founder Kavitha Subramanian. “With Upstox News, we are committed to providing our users with fact-checked, well-researched, and insightful news that empowers them to make informed investment decisions.”
Key features of Upstox News:
1 Differentiated coverage: Upstox News aims to decode complex financial topics related to important events such as the Union Budget, Tax and Interest Rate updates, quarterly results etc. in a way that is relevant and understandable for the everyday user.
2 Expert insights: Coverage features expert opinions that are accessible and valuable and help an individual make informed decisions.
3 User-friendly content: Designed to be highly consumable, ensuring that anyone, regardless of their financial knowledge, can understand and engage with the content.
4 Actionable insights: In addition to news, Upstox provides practical ways on how one can achieve their financial goals, such as optimising tax savings, exploring new investment options, deciding stock selection based on news and more.
Special series: In-depth coverage of Union Budget 2024
One of the standout features of Upstox News is its special series designed to help users decode the Budget 2024. This series includes engaging panel discussions with money experts, led by celebrated author and personal finance expert Monika Halan. As the panel Chairperson, Monika will provide analysis on post-budget implications for individuals and businesses, offering unparalleled financial insights.
This special Budget series will also witness insightful discussions with industry experts from the markets, economy, and media like: Rajiv Anand (Axis Bank), Nilesh Shah (Kotak Mahindra AMC), M Damodaran (Excellence Enablers), Dr Sajjid Chinoy (JP Morgan), Swarup Mohanty (Mirae Asset Mutual Fund), among others. These discussions will be published on Upstox’s YouTube channel and the newly launched Upstox News platform.
Mumbai: Upstox, a wealth management platforms, has launched a campaign video on the occasion of Father’s Day. The short film captures the essence of an ever-evolving relationship between fathers and their children.
The film depicts the journey of a child from birth to adulthood, highlighting key moments and conversations in a father-child relationship. Initially, fathers are often mentoring their young children, but as the children grow, the relationship evolves into a more friendly and guiding dynamic. Similar to this transition, the video starts with the father imparting simple lessons about saving money to his young child, progressively offering more complex financial advice as the child matures. Each phase of life depicted in the film underscores the importance of our fathers’ both- in our lives as well as our financial journey.
Upstox co-founder Kavitha Subramanian said, “On Father’s Day, we want to honour the silent yet significant role fathers play in shaping our financial futures. Our campaign is a tribute to all the dads who have guided us, supported us, and helped us navigate the complexities of financial management. Through this film, we want to thank our fathers for shaping both- our financial path, and who we are today.”
Upstox’s Father’s Day campaign aligns with its mission to promote financial literacy. By highlighting the generational transfer of financial knowledge, Upstox underscores the importance of early financial education and the role of family in fostering financial education.
The campaign will be aired across Upstox’s social media platforms.
With a user base of over 1.3 crore, Upstox continues to innovate and provide tools that help users invest right. This Father’s Day campaign is yet another step in Upstox’s ongoing efforts to connect with its audience on a personal level, emphasising the human aspect of financial planning and investment.
Mumbai: Upstox, a wealth management platform has announced its entry into the insurance distribution business. With this launch, the company aims to revolutionise India’s insurance landscape by offering its users a simplified, transparent and customised experience of purchasing insurance in line with their needs. Currently, Upstox is offering Term Life Insurance on its platform and is also planning to roll out health, motor and travel Insurance soon.
Currently, the insurance penetration in India stands at 4.2 per cent with a considerable portion of the population still being dependent on traditional and agent-driven models to purchase policies. Along with that, there is a lack of awareness, overload of options, heavy paperwork and complex jargon involved in the process of buying insurance. Recognising this gap, Upstox has now embarked on a monumental task of streamlining life, health, motor, travel insurance for its customers. By leveraging advanced technology and industry expertise, Upstox aims to simplify the insurance process – from identifying the top plans in each category to purchasing the insurance and finally making the claim process smooth as depicted in the campaign video as well.
The humorous video starts with a family of three speaking with an insurance agent to sort their coverage post an accident. But instead of clear guidance, the agent hits them with a barrage of confusing jargon and scripted responses (kit kit), leaving them feeling overwhelmed. Just as they’re about to give up, a support staff member strolls in with a smartphone, showcasing the Upstox app and its user-friendly insurance buying process. The video is a hilarious twist that highlights the simplicity of securing insurance with Upstox amidst the chaos of traditional methods.
Upstox is trying to encourage younger Indians to consider and start thinking about insurance and the importance of having a secure future. The company has gathered through its research that, often users succumb to a one-size-fits-all approach; and opt for a term insurance plan without proper assessment. Upstox has thus set out to solve the gross mis-selling of insurance products. To make its customers’ journey more simple and intuitive, the company has done the heavy lifting for customers by tying up with the top insurance providers in the country and analysing various plans to provide their customers with the most suitable option.
Upstox co-founder Kavitha Subramanian said, “We are thrilled to expand our offerings on Upstox and foray into the insurance distribution segment. We have recognized that navigating the insurance landscape is a daunting task. Customers are inundated with so many questions – which is the right plan, what should be the correct criteria to select a plan, how much insurance cover will be enough. At Upstox, we understand these challenges, and we’re dedicated to helping our customers get answers to all of these without overwhelming them. Our aim is to help customers cut through the noise and help Indians Invest Right. We are constantly working towards making our platform simple, secure, fast, and intuitive. With the launch of insurance on our platform, we will remain steadfast in our endeavour of helping our users manage their wealth effectively for a secure financial future.”
In addition, insurance offerings on Upstox are very transparent. With upfront insights on claim settlement ratios for one and three years, the volume of complaints, amount settlement ratios, solvency ratios (below 1.7 are considered risky), plan features, inclusions/exclusions, and settlement timelines – Upstox aims to educate the user about what they’re purchasing. Upstox is now home to a user base of over 1.3 crore and constantly strives to help users cut through the market noise and invest right.
Mumbai: Upstox, a trading and investment platform, has unveiled its innovative brand campaign, ‘Cut the Kit Kit, Get in the Market’. With this campaign, Upstox aims to help retail investors cut through the clutter, noise, and overload of information to invest right.
Through its research, Upstox has recognised that the journey to investment success is often cluttered with challenges – mis-selling financial products, misleading advice, information overload, and complex jargon. This can often lead to decisions that may not align with an individual’s financial goals.
For example, users often prioritise returns over essential risk and expense metrics when investing in mutual funds. Similarly, they might opt for a Rs. 1 crore term insurance plan without proper assessment, succumbing to a one-size-fits-all approach. Such practices result in poorly informed decisions, leading to underconfidence among investors. Recognising these challenges, Upstox has taken the initiative to handle the heavy lifting and complexities for its users. The company wants to “Cut the Kit-Kit” (noise) of the market and encourage users to start creating wealth by investing in what’s right for them.
To effectively communicate its message to investors, Upstox has launched a campaign film encapsulating the theme “Cut the Kit Kit, Get in the Market.” The film takes place in a theatre setting, where an individual expresses interest in mutual fund investing. This query triggers a cacophony of comical “kit kit” responses from others, symbolising the overwhelming banter and noise prevalent in the market. This noise serves as a metaphor for the confusion caused by the deluge of information available to investors. The plot progresses until the protagonist, initially bewildered by the array of advice, is introduced to the Upstox Mutual Fund interface. This moment marks a turning point, offering the protagonist—and, by extension, the viewer—clarity and simplicity in the investing process. Similarly, the second ad film features a salon situation, and the third film features a waiting area at a hospital.
The company is also planning to launch two more campaign videos over the next few weeks. The films will depict how people often struggle with the right information when it comes to investing, but with Upstox; users can cut to the chase and get the guidance that lets them Invest Right.
Speaking on the launch of the campaign, Upstox co-founder Kavitha Subramanian said, “India has traditionally been a nation of savers rather than investors. A significant barrier has been the lack of clear, accessible information, leading to poor investment decisions. Upstox’s mission is to empower every Indian with the right knowledge and tools to invest wisely across all asset classes, avoiding common pitfalls.”
Upstox has partnered with Lowe Lintas for conceptualisation of the campaign. The campaign spotlights Upstox’s robust platform offerings, including:
1 Curated top funds: A selection of mutual funds in popular categories, balancing returns and risk.
2 Goal-based investing: Personalised investment solutions tailored to individual life goals.
3 Informed stock choices: Features like analyst ratings and stocks smartlists guide users in making confident stock investments.
4 Diverse investment options: From Mutual Fund Baskets to Gold investments and Fixed Income opportunities, Upstox offers a wide range of investing avenues.
5 Simplified investing with SIPs: Systematic Investment Plans in Stocks, ETFs, and Mutual Funds for disciplined investing.
6 Comprehensive wealth tracking: The Wealth Tracker feature enables users to consolidate their financial portfolio by synchronising bank accounts, external stocks, and mutual funds, allowing for a unified view of all savings and investments on a single app.
With its platform, Upstox wants to help users cut through the market noise and make wise investing decisions and aims to transform into a holistic wealth creation platform with everything one needs to save, invest, trade, and build their wealth.
As the campaign rolls out across digital, TV and social media platforms, including a partnership with JioCinema and Star for the IPL, Upstox is set to reach audiences nationwide, from metros to Tier 3 cities. With over 1.3 crore customers, Upstox continues to innovate, offering ‘Invest’ and ‘Pro’ modes to cater to both novice investors and advanced traders.
Mumbai: Elevated spirits, general optimism, and an auspicious period arrive with India’s festive season. Characterized by gift-giving and robust spending on travel and other discretionary items, the festive season marks a crucial period of the year where economic activity surges. Ever wondered what impact this time of the year may have on the country’s financial markets? With the advent of online trading platforms like Zerodha, Shoonya by Finvasia, Groww, Upstox, and many more, share market experiences have increasingly become accessible, and each day, more and more people take to the world of trading in hopes of generating wealth and building towards a financially secure future. Here, we take a look at six stock market trends that investors should watch out for, this festive season:
1. Increased Demand For Consumer Discretionary Stocks
Consumer discretionary stocks are those of companies that sell products and services that are not essential for everyday life, but are still in high demand during the festive season. Examples include companies that sell clothing, electronics, and home appliances.
Stocks of companies that sell products and services which may not be essential for everyday life, but still witness high demand during the festive season, are known as consumer discretionary stocks. These companies may be fashion clothing brands, electronic goods retailers, or retailers of other durables. Investors can expect to see increased demand for these stocks during the festive season, as consumers look to purchase new items for themselves and their loved ones.
2. Strong Performance By Small And Mid-Cap Stocks
Small and mid-cap stocks are often more undervalued than large-cap stocks and can offer better returns. During the festive season, small and mid-cap stocks can outperform large-cap stocks as institutional investors tend to focus on large-cap stocks. Investors should consider investing in a basket of small and mid-cap stocks during the festive season to maximize their returns. Platforms like Shoonya by Finvasia, a true-blue zero-brokerage trading platform, offer advanced AI-powered tools to help investors make enhanced trading decisions, increasing their chances of achieving long-term success.
3. Increased liquidity
Increased economic activity may lead to higher trading volumes during the festive season, further resulting in more liquidity in the financial markets. This means that it is easier for investors to buy and sell stocks, as there are more buyers and sellers in the market. This can be beneficial for investors who are looking to enter or exit positions quickly.
4. Sectoral rotation
During the festive season, investors may rotate from one sector to another, depending on their expectations for performance. For example, investors may shift from defensive sectors such as healthcare and utilities to more cyclical sectors such as consumer discretionary and industrials. Investors should carefully consider their investment goals and risk tolerance before making any sector bets.
5. Increased volatility
The increased trading volume and liquidity during the festive season can also lead to increased volatility in the stock market. This is because investors are more likely to react to news and events during this time, and there is more potential for price swings. Investors should be prepared for increased volatility during the festive season and use risk management strategies to protect their portfolios.
6. Special dividend announcements
Some companies may announce special dividends during the festive season to reward their shareholders. This can lead to a spike in the price of these stocks, as investors look to buy in before the dividend is paid out. Investors should be on the lookout for special dividend announcements during the festive season, but they should also carefully consider the company’s financial health and dividend payout history before making any investment decisions.
Conclusion
Before going all in on the festive season rush in hopes of lucrative returns, investors must take steps to ensure that they make well-informed decisions. Thorough research into the fundamentals of companies is imperative for investors, and they must diversify their portfolios to mitigate risks. Stop-loss orders and position sizing can be used through online trading platforms like Zerodha, Shoonya by Finvasia, Upstox, Angel One, etc. to deploy effective risk management strategies. As the festive season progresses, India’s financial markets present investors with opportunities like never before. With these trends in mind, investors can better position themselves to take advantage of opportunities and mitigate risks during the festive season in India.
Mumbai : Upstox extends its partnership with Tamil Nadu Premier League 2022 as associate partner
Sub: The aim of this year’s partnership is to further strengthen its position in the state.
Tags: Upstox, Tamil Nadu Premier League, Shrini Viswanath, K. Shivakumar, Associate partner, partnership, marketing, advertising
Mumbai: Investment platform Upstox (a.k.a. RKSV Securities) announces its continued association with Tamil Nadu Premier League (TNPL) 2022 for the second year in a row as an Associate Sponsor.
This is the sixth edition of TNPL, which begins with the inaugural match between Chepauk Super Gillies and Nellai Royal Kings on 23 June at 7:15 pm. There are 32 matches (28 league matches and 4 play-off matches) that are going to take place in Tirunelveli, Natham (Dindigul), Coimbatore and Salem from 23 June to 31 July. This time around the league will have six double headers and all the evening matches will start at 7:15 pm.
Upstox added that it recently crossed the one crore customer milestone in India, and Tamil Nadu remains one of its most important markets. Partnering with TNPL it explains has previously helped it increase financial inclusion and awareness in the state of Tamil Nadu. The aim of this year’s partnership is to further strengthen its position in the state, while allowing it to expand its reach into other parts of southern India.
Upstox co-founder Shrini Viswanath said, “We are thrilled to associate with Tamil Nadu Premier League. We seek to strengthen our foothold in Tamil Nadu, foster long-term brand love and loyalty, while making a meaningful difference in the lives of cricket enthusiasts. We believe that our collaboration with TNPL will inspire and encourage the audience to participate in the culture of equity investing.”
Upstox was established in 2009 with the aim of making financial investing simple, equitable, and affordable for all Indian investors. It allows investors and traders to invest in equities, mutual funds, derivatives, and exchange-traded funds (ETFs). Majority of Upstox’s customers in Tamil Nadu hail from Chennai, Coimbatore, Kanchipuram, Tiruvallur and Vellore.
TNPL chairman K. Shivakumar said, “We are delighted to partner with Upstox for the second time as our Associate Partner. This partnership will further boost the financial aspirations of TNPL enthusiasts, as well as encourage them to set a firm foot towards their financial planning to ensure a secure future. We look forward to achieving milestones together.”
Tamil Nadu Cricket Association (TNCA) secretary RS Ramasaamy commented on the partnership, “Our association with Upstox has been fruitful, and the TNPL has helped provide momentum for the brand within Tamil Nadu. We are happy to be continuing our collaboration with the brand for TNPL 2022.”
The matches will be played at two new venues: SNR College Ground, Coimbatore, and Salem Cricket Foundation Ground, Salem, along with the regular venues NPR College, Natham and ICL – Sankar Nagar Ground, Tirunelveli. All the matches will be streamed on Star Sports 1 HD, Star Sports 1 and Star Sports 1 Tamil.
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.
