Equentis, an equity wealth advisory firm, has launched #IAmEquentis- a first-of-its-kind employee-driven campaign aimed at reinforcing trust and credibility in financial advisory services.
According to Equentis, it found the silver lining in SEBI regulations restricting the use of unqualified influencers and celebrity endorsements. It has seized this opportunity to redefine building trust by putting its people at the forefront.
In an era where digital influence often overshadows knowledge, SEBI imposed strict guidelines prohibiting celebrity and influencer endorsements in financial advisory. The restrictions, designed to protect investors from misleading promotions, reinforced a fundamental truth: trust cannot be outsourced. While many saw it as a roadblock, Equentis realised it as a catalyst for change.
Equentis recognised that the most authentic and reliable voices were already within the organisation- its employees. In investment decision-making, credibility stems from knowledge and not popularity. Recognising this, Equentis has ensured investor confidence is anchored in proficiency and real-world experience rather than external endorsements.
As per Equentis, digital platforms enable direct engagement with investors in an authentic and meaningful way. This campaign goes beyond visibility, focusing on education, trust-building, and meaningful interactions to empower investors with credible financial insights.
Not just an opportunity in disguise but the restrictions and employee driven narratives have translated into measurable business growth as well for Equentis. Thus strengthening brand credibility and deepening investor engagement. By evolving from a service provider to an active financial partner, Equentis has successfully fostered a more involved investor community.
This shift in strategy signals the beginning of a new era in marketing- one where purpose, knowledge, and authenticity take center stage. The campaign highlights the direct relationship between financial advisors and investors. The initiative showcases video narratives from leadership and employees across business functions, demonstrating their knowledge, values, and dedication to clients.
#IAmEquentis is built on a strong social media-first strategy, with LinkedIn as the primary platform, supported by other digital channels. Through compelling video stories, knowledge-sharing posts, and interactive engagements, Equentis is leveraging its workforce’s voice to deepen investor confidence and engagement.
This campaign has been conceptualised, designed, and executed by Equentis’ internal team without external agency support.
“When I first encountered this restriction, I saw an opportunity rather than a setback. The idea that no celebrity could endorse a wealth advisory firm like ours initially posed a challenge, but it also made me think: Why rely on external personas to build credibility when we already have the most credible and authentic advocates right within our organisation- our employees, our leadership, and our CXOs?” explained Alok Arya, CMO at Equentis Wealth Advisory Services.
“At Equentis, we are proud to have embraced this change early. We are a digital-first brand & in the last eight months have run exclusive campaigns with our CXO’s being the face for customer acquisition & engagement across the digital ecosystem,” said Alok.
“Our employees are the true ambassadors of the company. By giving our employees the platform to share their knowledge and experiences, we are establishing a foundation of trust far more valuable than any celebrity endorsement. This approach cements our credibility and strengthens the bond, creating long-term relationships based on expertise and transparency,” Alok mentioned.
