Six inches partnered leading Financial brands such as PhillipCapital (India), MF Global, Riddhi Siddhi Bullions Limited and more to achieve Integrated Marketing communication for brand awareness and marketing communications.

1. PORTFOLIO
FINANCIAL SERVICES

2. An integrated Asian financial
house with a global presence
that offers a full range of
quality and innovative services
to retail, corporate and
institutional customers.
MF Global is the world’s
leading broker for exchange-
traded futures and options
providing access to the world’s
largest and fastest growing
financial markets
BullionIndia.com, from the
house of RSBL is a
revolutionary online platform
to own gold and silver in small
denominations at rock bottom
prices.
Investment product from RSBL
to diversify investments.
Online trading platform
BRAND
PARTNERSHIPS

3. 4 Primary
challenges
exist for
Marketers
with respect
to branding
Brands
Challenge
Solution
Challenges
Brand
Differentiation
Brand
Awareness
Stakeholders
Understanding
Brand
Management
Outcome

4. It ensures that all forms of
communications and messages are
carefully linked together.
At its most basic level, Integrated
Marketing Communications, or IMC, as
we'll call it, means integrating all the
promotional tools, so that they work
together in harmony.
Todays
Marketing
Challenge
Solution
Outcome
Integrated
Marketing
Communication
(IMC) is the
answer.
Brand
Discovery
Brand
Identity
Building
Brand
Communi
cation
Digital
Assets
Creation
Retail
Presence
Trade
Marketing
Employer
Branding
PR
Content
CRM
Live /
Activation

5. Todays
Marketing
Challenge
Solution Solid
Brand
EquityOutcome
• Improved external image
• Improved internal communication and brand ownership
• Increased shared value internally
• Raising corporate visibility
• Increased business focus and clarity
• Higher awareness of self image and position
• Associate company integration through a broad brand architecture
• Creation of goodwill over long term
• Corporate image build up
• Loyalty

6. Scope
• Brand & Category Audit
• Establish brand Phillip Capital in India.
• Work with global teams and act as brand custodian for the business
• Promotion various products
• Enhance branding for research produvt – GroundView.
• Ongoing strategic inputs & Creative partnership for
– OOH, TV, Print, Radio, Events
• DigitalAOR
– Web Transformation
– Microcampaigns
– Social media
– Email marketing
• Media Planning

7. Brand Audit
A deep dive brand audit was
conducted to unearth insights
from investors across age groups
and categories – Intraday traders,
information seekers, partnership
seekers. The audit was conducted
to find an insight on the
communication trigger for the
brand and the general perception
of investors towards the brand. We
also studied industry insights and
media behavior in this study.
Gathered insights were leveraged
across communication touch
points successfully.

8. Brief: To build a conversation between
HNI investors and Phillip Capital with
“Talk to Phillip” campaign.
The Approach: The main objective
was not only to launch the brand but
also to connect with HNI’S. Phillip
Capital’s global tagline is “Talk to
Phillip”, and our challenge was to
retain the global tagline with a local
flavour.
Conversations with HNI’S brought
about realization that this was no mass
audience but rather, a sophisticated
and well-read target audience. We
were talking to an audience that
follows market news and trends as it
happens”
Communication was based on the
premise that the investors’ sentiment
was a major factor to be reckoned. It
was decided to plan for multiple
campaigns across the year. Campaigns
that would reflect the trend, share the
joy of a bull market and guide the
investor in tough market situations.
LaunchCampaign
4 different campaigns were executed
in a period of 2 years, expressing
visible trends for market fluctuations –
pre-elections, election results, forming
of a new government and a new Prime
Minister, the Union Budget, etc. We
chose OOH media as a single medium
to deliver these campaigns. Based on
our research that the relevance of this
medium was highest in the audience
mind.
The Result: Phillip Capital was able to
communicate the messages
effectively. The response from the
investor community was positive.
Delivery of multiple campaigns at
various intervals and well timed,
connected with the investors. It helped
create a niche in the market,
reinforcing Phillip Capital’s brand
position. This strategic execution won
us accolades from both client and their
global partners
Phillip Capital is a gigantic conglomerate operates in
financial hubs of 16 countries, with over 1 million clients
worldwide while offering a range of quality and
innovative services to retail, HNI’s, family offices,
Corporate and Institutions.

9. Outdoor expression 1 Outdoor expression 2

10. Print Ad Outdoor expression 1

11. Brief: With the volatile market climate,
investors have been indecisive about
staking their finances. The general trend
has been to wait and watch. On the other
hand, time is a critical asset. Hence, the
need to motivate investors on timely
investments.
The Approach: The concept of Time was
woven into a soothing and sentimental TVC
amidst the scenic backdrop of Los Angeles,
laced with an introspective edge – be it
planning for the future or pursuing a hobby,
time is of essence. The film builds up to a
crescendo where it says: “The time is
always right to do what is right”. The TVC
ends with an appropriate motivational call
for action to investors – “To know when is
the right time to invest, talk to Phillip!”
The Result: The film was launched on
leading business channels and Youtube. In
10 days of release the film has crossed .5
million views on Youtube.
A MotivationalTVC OnThe
MeritsOfTimely Investments
Duration :- 60 Seconds.
Watch the film

12. Yes-Man, No-Man…GetThe Right Perspective Man!
Duration :- 60 Seconds.
Brief: Brief: To brand Phillip Capital as a
sound broker in the capital markets.
The Approach: In dipstick it was
revealed that in a category where the
base product is vanilla and the offering
completely undifferentiated, the key
questions are: What differentiates one
broking house from another? What
creates long-term traction, loyalty and
increase of business volumes? It was
also observed that most clients have
more than one broking relationship –
combination of width and depth. For a
combination of efficient margins and
for the scrutiny and selection of varying
ideas for investments.
Title :- Safari
Watch the film
Title :- Restaurant
Watch the film
With overload of communication and
information it became even more
imperative to cut to the chaff and filter
communication to enable meaningful
and appropriate recommendation. An
advisor who had the courage to speak
the truth even if it was tantamount to a
disagreement, would be welcome in
such a scenario.
Our big idea was “Gain from the right
perspective”. TV commercial portrayed
the rich HNI class in various situations
as being victims of the ‘yes-man’
syndrome.
The Result: Phillip Capital could
successfully create awareness of the
brand through a well-planned media
campaign.

13. Digital Campaign To Attract
InvestorsToThe Equity Market
Big idea :-
The future of the Equity market has always
been a topic of intrigue for every investor
in the world.
With #Equity2020 digital campaign, we
suggested Phillip Capital to invite users to
share their view on the future of equity
market and generate buzzword for the
brand.
We created a unique identity for this
campaign by way of visual expressions,
content and web platform.

14. Mobile Responsive host platform for users to write
message / share them and even read others tweets.
Web interface and development

15. User’s gratification – Top tweets will be receiving personalized
Mugs with their tweets printed on it.
Promo video for social media.
Watch the video

16. Email campaign to attract, excite and keep the audience engaged.
The Result:
A lively and in real time updated web portal has been initiated.
This portal fetches tweets and encourages users to share their
vision for #Equity2020.

17. Amplifying Brand ‘Groundview’ With
Innovative Promotional Ideas
Product: Ground View, an initiative from Phillip Capital
for investors to delve into the realities of various
economic sectors in the country. By interacting with the
industry experts as well as professionals. Abetting
investors make a sound decision on sectoral investing.
Brief: To promote Ground View.
Publications Kit + Leave behind Merchandize for Representatives

18. Approach: With an already existing
identity, the Ground View brand was
amplified to spread its wings to the
intended audience – HNI investors. Key
intersections were plotted where the brand
would interact with the desired audience.
This was done in collaboration with the
brand team. A kit for first-time guests and
Phillip Capital’s premium clients was
designed.
Email campaigns were run to attract eye-
balls on Ground View Videos.
Result: A successful transformation.
Results already evident in footfall increase
from younger clientele. And the old
dedicated patrons are happy with the blend
between traditional and modern designs.
OOH Campaign Email Campaign

19. Ground View Calendar
Ground View Calendar 2017 was released. Collaborated with 6 Street Art
Photographers, mavericks in this field, to capture a ground view of India. The
images showcased India through a kaleidoscope of photographic gems,
capturing the true essence of the common man.

20. Simplifying Phillip
Capital Website
User Experience.

21. Brief: We were hired to look at the future of
Phillip Capital digital presence – transforming a
complex, non-responsive product driven website
into a simplifiedyet user driven experience,
finding new strategic insights and creating a new
web where things are quicker, simpler and better
for Institutional, HNI and NRI investors.
The Approach: For this extremely complex task
bringing together all services and products,
effective collaboration was key. We worked
closely with all stakeholders from across the
business at every stage. The new Website
needed to take a giant leap in reliability,
consistency, performance and the user
experience. To create a smooth integration
process, Phillip Capital and Six Inches teams
worked together to brainstorm potential issues
and solve them together.
We dissected the overcrowded site map, broke
down services and created fewer compartments
for easy access and identification. With a deep
mind mapping exercise, a focused UX strategy
was created. A mix of primary and secondary
colors was used to create a set of creative
messages to appeal the right audience. More
than 100 creative banners were made to make
unique pages for products and services,
initiatives and forms.

22. The Approach: For this extremely complex task
bringing together all services and products,
effective collaboration was key. We worked
closely with all stakeholders from across the
business at every stage. The new Website
needed to take a giant leap in reliability,
consistency, performance and the user
experience. To create a smooth integration
process, Phillip Capital and Six Inches teams
worked together to brainstorm potential issues
and solve them together.
We dissected the overcrowded site map, broke
down services and created fewer
compartments for easy access and
identification. With a deep mind mapping
exercise, a focused UX strategy was created. A
mix of primary and secondary colors was used
to create a set of creative messages to appeal
the right audience. More than 100 creative
banners were made to make unique pages for
products and services, initiatives and forms.

23. Results : PhillipCapital existing and potential clients now enjoy a best-in-breed end-to-end experience. The new web platform is
fast, informative and relevant to the users. Best of all, it’s a platform that Phillip Capital can build on, adding on future
functionality as and when it’s needed.

24. Nifty
Environment
Branding To
Build, Inspire
And Connect
Brief: To reflect the
status of Phillip Capital
as an integrated
financial house, with a
global presence, in their
new Corporate Office in
Mumbai.

25. “Six Inches brand audit and recommendations were an eye-
opener for me.They collaborated seamlessly with our global
brand teams for uniform messaging and brand synergies.
Brand integration across all mediums comes naturally to
them.Their high-energy and analytical skills allowed them
to present to us a completely different way of looking at our
brand campaigns. We are very pleased with their results! ”
Vineet Bhatnagar, Country Head, PhillipCapital.

26. Scope
• Brand & Category Audit
• Establish brand MF Global in India.
• Work with global teams and act as brand custodian for the business
• Promotion various products
• Ongoing strategic inputs & Creative partnership for
– OOH, TV, Print, Radio, Events
• DigitalCampaigns
• Media Planning

27. TV Commercial
Title :- Get the right perspective.
With overload of communication and
information it became imperative to
cut to the chaff and filter
communication to enable meaningful
and appropriate recommendation.
An advisor who has the courage to
speak the truth even if it was
tantamount to a disagreement, would
be welcome in such a scenario.
Our big idea was “Get the right
perspective”. TV commercial
portrayed the rich HNI class in various
situations as being victims of the ‘yes-
man’ syndrome.
Watch the film

28. Print Campaign

29. OOH Campaign

30. OOH Campaign

31. DIGITAL EXTENSION
Campaign was extended via a portal warning investors about Yes-olitis, a yes
man syndrome affecting the Indian investors. And Dr. No lab had the cure for this
disease. This video based portal was promoted extensively via offline and online
campaigns.

32. Email campaigns from Dr. No.

33. Weekly video for
health tips
Portray MF Global India as a
global company with
worldwide stock watch
Featuring mfgloabiltes on
news channels
Videos hitting from the floor /
live news
Time and again Mf
Global top HOD's
will do industry
overview
Closing bell Group Discussions Opening bell
Sub-brand logos for onlineVideo content.

34. Online video content for HNI’s.
This was a series of Yoga videos talking about Yoga at
work and various situations where stress levels are
high.

35. False Jacket Cover for a Magazine covering the DAVOS meet, it was branded by MF Global and sent to key customers.

36. Collaterals

37. Public Space Branding – Lobby Area

38. Bulk UpWith Mr.Bullionaire
Product: BullionIndia.com, a revolutionary idea to
start owning gold and silver in small denominations
at rock bottom prices.
Brief: To create awareness of the portal with
simplicity and attract sign-ups.

39. The approach
After a dipstick survey was conducted, it was
understood that Indian consumers have a yen
towards physical asset class such as real
estate and metals. Gold and Silver topped
the charts when it came to investments.
These metals have been considered precious
gifts for various cultural events and Indian
weddings.
It also emerged that the concept of saving is
ingrained in the middle class families of India.
We considered showing the man of the house
as our key mascot as he contributes 70%
towards household revenues. These men
face the dilemma of saving for the future or
spending on current needs – be it the
wedding of their kids or security for future.
While they have an array of options for future
saving, we wanted them to consider
BullionIndia.com as well for their future
goals.
To connect to this target audience,
Mr. Bullionaire was conceived in a bid to
impress upon them the idea of investing in
gold and silver in a light-hearted manner.Mascot Creation

40. Mr. Bullionaire is a reflection
of every modern Indian man.
It reflects the aspiration of a bright future and
the satisfaction of achieving dreams. This
character mirrored the 35+ male with his wife
and mother in background who play a key
influencing role in these investments. The
character was designed to portray
confidence, patience and wisdom as the key
man of the house.
We tailored an identical personality, taking
him as close as we could to touch the hearts
of our target prospects. Starting from his
attire to his expressions, his mother and wife;
attention was paid to every minute detail.
Hinglish was the chosen mode of
communication to connect to the common
man. The mascots were captured into digital
marketing, web banners, e-mailers and other
communications such as channel partner
branding.
Mr. Bullionaire and his Family

41. The Result:
BullionIndia.com won acclaim by
prospects and current customers
with many choosing Bullion India’s
SIP over other investments. Bullion
India’s website received a
commendable response. Customers
began to pour in to buy, sell and
invest with Bullion India.
Visit www.bullionindia.in
Various renditions for web interface

42. Communication campaign for online
trading portal “TradeClick”

43. Press Experessions

44. OOH Expressions

45. Direct Mailer to communicate the ease of platform

46. Attracting Capital Market InvestorsThrough
Ingenious Brand Creation
Product: ‘Bullion Plus Plus’, a revolutionary concept
in bullion investments aimed at HNIs
Brief: Brand Creation – to attract capital market
investors to ‘Bullion Plus Plus’ with an assured
double return edge.
Logo expression

47. The Approach: Debating with potential
investors revealed their apprehensions of
bullion investments as an Asset category. In
reality, the capital market investors came
across as a motley crew of conservative and
high-risk takers and information gazers
appreciated crisp trading. To penetrate this
mindset and tap this audience, the campaign,
it was averred, “had to be simple and spot-
on!”
The product identity was inspired from
natural elements – bullion bars are heavy,
strong and metallic. The deep colour Red,
was chosen for branding based on Indian
affinity to this colour. These elements are
precious and relate to all things ‘auspicious’.
The basic look of the creatives was simple,
bold and communicated the solid nature of
the product.
The Result: Bullion++ made its mark in the
industry and captured the attention of
investors and has emerged as India’s first
revolutionary bullion platform.
Press Expressions

48. Web Interface and Development Press Experession

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