Groww: “IFYKYK - The Investing Edition”
Groww wants to launch a campaign around investing in the stock market.
Develop a concept for the campaign.
Target audience: 20-30 years old
Location: Pan India
Success metric: App downloads
Caution:
You cannot push people to invest. Nothing salesy.
(This was a mock project given as a interview assignment)
The idea
You already invest. Just not in stocks yet.
A campaign that translates Gen Z life into investing terms, using slangs they live by.
This campaign flips the narrative on investing.
Instead of teaching 20–30-year-olds how to invest, it shows them they already do — in spirit. From curating Spotify playlists to flipping sneakers, saving in childhood piggy banks to stacking W’s on resale drops — these everyday behaviours already echo investing instincts.
By pairing this realisation with trending Gen Z slang and internet culture, the campaign delivers a fresh, relatable, and non-salesy introduction to investing. It turns complex finance language into the everyday lingo Gen Z lives by, making investing feel less like a leap and more like a natural next step.
Core Message:
You’ve already got the mindset.
You’ve just been calling it something else.
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