Kyoorius Creative Awards
Creative Use Of Data

The Net Practice of Stock Trading
Brand: Upstox
Client: RKSV Securities Pvt Ltd
Entrant: Mindshare

Blue Elephant

Entry Title:	The Net Practice of Stock Trading
Brand:	Upstox
Client:	RKSV Securities Pvt Ltd
Entrant Company:	Mindshare
Description:	Upstox is a discount broker and a young entrant in the online stock-trading category. While a common Indian knows about stock-market, it’s difficult for them to understand trading; due to complex data and process understanding. The task was to drive TOM and consideration for the Upstox App. Upstox’s core TG comprised of males 25-40 NCCS AB, whose investment was restricted to simple tools like FDs, mutual funds etc. We realized that a major core interest across our audience is CRICKET. In 2020 we developed Upstox Cric Index, which demystified stock trading through the lens of Cricket INSIGHT: To use Cricket ‘Players as Stocks’ We had to to nudge the common man to understand the logic of ‘TRADING’ and move the needle from ‘theoretical’ to ‘practical’ Idea: Cric-Exchange was specially designed to experience trading and investing through cricket in 3 Steps: ● Build and own a team to learn about portfolio-creation ● Buy/sell players to understand the art of portfolio-management ● Analyse individual-players’ and team-performance to learn how an individual stock impacts portfolio value Dissemination: REALTIME match-integrations Live on Disney+Hotstar •In-match Commentary mentions predicting UP/Downs in player-values •The Upstox ‘Most Valuable Asset’ Award for players who scored most UPruns
Company Credits:	Mindshare
Company Credits:	Upstox
Company Credits:	Sportz Interactive
Company Credits:	Nodwin Gaming
Individual Credits:	Ajay Mehta, National Head, Content+
Individual Credits:	Makarand Nadkarni, VP, Content_
Individual Credits:	Jugal Kathuria, Partner, Content+
Individual Credits:	Kartik Prakash, Director, Content+
Individual Credits:	Ruchir Bajoria, Principal leadership