Sunday, January 25, 2009

Religare Macquarie launches ‘Active Wealth Management’

Mumbai, January 22, 2009: Religare Macquarie, the joint venture between Religare Enterprises and Australia based Macquarie Group have announced their wealth advisory services. The brand is aiming at HNIs in the top cities of India. The brand campaign that unveils the wealth advisory service takes an innovative position of creating a new category norm. The campaign launches this service as ‘Active Wealth Management’.  

Subhrangshu Neogi, Director, Brand & Corporate Communications, Religare Enterprises Limited, explains, “In today’s professional and business scenario even HNIs are extremely Active – and they demand this from all the services they experience, so why not from their wealth advisors. Religare Macquarie will back it up by a process of being proactive and bring to bear Macquarie’s global expertise in managing wealth and Religare’s local insights.” 

The campaign, which breaks in January, uses a mix of TV and magazines. The media selection has been done basis a qualitative understanding of the target group’s affinity towards certain lifestyle and business specific media. This has been the foundation for the media approach in TV as well as press. 

The campaign has been conceptualised and executed by Brand Planet Elephant. Commenting on the campaign development, Anjan Roy, Director, Brand Planet Elephant says, “As a campaign that launches a new service, the primary objective is to establish the context of ‘Active’ Wealth Management. This was done by drawing an analogy with the animal kingdom – where we are all familiar with behaviour that is alert, pre-emptive and agile. These are the same attributes we wanted to drive home for Religare Macquarie”. 

The campaign will have an initial run time of 6 weeks. This will be followed by product launches addressing specific niche segment that the brand has identified as the initial core adopters.  

Religare-Macquarie, the JV 

Religare Wealth Management Services Limited entered into a 50-50 joint venture agreement with Macquarie’s Banking and Financial Services Group, through Macquarie Equities limited, on October 18, 2007 to form Religare Macquarie Wealth Management Limited with the purpose to work together on the wealth management business in India. The companies have entered into the JV with the mutual aim of building advisory based wealth management solutions to the fast growing number of high net-worth individuals in India. 

Leveraging Religare’s local knowledge, distribution network and execution capabilities together with the wealth management and product expertise of Macquarie’s Financial Services Group, the JV will provide clients with a variety of wealth management services. This will include access to individual managed fund products, structured products and equity investments, as part of an actively managed model portfolio of investment assets. In addition to the provision of wealth management services, the JV will develop its own innovative structured products in the near future.  

The JV will leverage the vast reach of Religare across India and will incorporate the practices successfully adopted by Macquarie in various markets to service high net-worth individuals. 

The JV will also tap into Macquarie’s ability to construct tailored innovative and specialized investment products that meet the needs of its clients.  

Together, Religare and Macquarie will be looking closely at the specific investment gaps in the Indian investment market and will work to provide a diverse range of investment products and services that provide a broader and more sophisticated range.  

The JV operates under the brand, Religare Macquarie Private Wealth, the first of its kind in India’s wealth management space.  

Religare Enterprises Limited (REL) is one of the leading integrated financial services groups of India. REL's businesses are broadly clubbed across three key verticals, the Retail, Institutional and Wealth spectrums, catering to a diverse and wide base of clients. REL offers a multitude of investment options and a diverse bouquet of financial services with its pan India reach in more than 1550 locations across over 460 cities and towns. REL also currently operates from 10 countries globally following its acquisition of London's oldest brokerage & investment firm, Hichens, Harrison & Co plc.

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