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Motilal Oswal Asset Management Company (AMC) has launched a unique Diwali campaign, #MeriTarafSe, a heartwarming tribute to the legacy of passing on traditions across generations. With #MeriTarafSe, Motilal Oswal AMC reinforces its connection to the core values of Indian households—support, tradition, and giving a little extra help to near & dear ones to achieve their goals.

Set in a quintessential Indian household, the digital film captures the touching relationship between a father and son, showcasing how parents support their children at every stage of life—offering not just emotional support but also the monetary support as the "extra little something", when needed.

Emphasizing the significance of financial freedom and SIPs, Mr. Sandeep Walunj, Group Chief Marketing Officer, Motilal Oswal Financial Services, said, “SIPs have played a pivotal role in the positive evolution of the mutual fund industry as a whole. This Diwali, we take a nostalgic journey through the years, where one simple phrase brought dreams closer and families together – "Baki Ke Meri Taraf Se." From helping a child buy phuljhadi, a young man his first smartphone and a new couple their first car, our protagonist’s resourceful built many a positive memories. Do watch him pass on his endearing legacy with a thoughtful gift this Diwali!”

Adding to it Mr. Rahul Adaniya, Chief Marketing Officer, Motilal Oswal Asset Management Company said, “#MeriTarafSe tries to educate modern day investors/fence sitters in understanding the aspect of investing at the right age to reap benefits when needed in the long term. It is because of these investments, parents have been able to financially support the children when needed.”

Conceptualized and produced by Punctuate Productions, #MeriTarafSe beautifully depicts how Indian parents consistently go the extra mile, whether it’s giving a little extra money for a chocolate as a child or adding a generous contribution to their child’s first big purchase.

Commenting on the rationale behind the campaign, Saloni Surti, Co-Founder & Creative Producer, Punctuate Productions said, “This Diwali we wanted to create a memorable campaign, one that is rooted in a highly relatable insight combined with creative storytelling, thus crafting a narrative that resonates with the average consumer. We’re immensely thankful to team Motilal Oswal AMC, for not only having conviction in our vision, but also enabling us to create a story that is relatable to one and all.”

The campaign is built on three key pillars: relatable insight, quality product association, and detailed visual storytelling. Spanning across nearly two decades, the film brings out nostalgic elements such as box TVs and landlines from the '90s to desktops and old currency notes from the 2010s, creating a rich, lived-in universe that feels familiar and heartwarming.

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