What does the extra ‘w’ in Groww mean? The trading platform finally answered this long-standing question in the most creative way.
Through a print ad published in business dailies on 7 January, Groww used playful wordplay and poetic storytelling to explain—or rather, tease—the meaning behind its spelling.
The ad read: “Is it a wrong spelling? Or was it added on a whim? Is it a blunder? Some may even wonder. Was it wise to add it? Maybe. Maybe not…Maybe it’s a wave – the ups and downs of the stock market. Or maybe it’s the wisdom – that comes with it.”
Little is known about the copywriting team but the audience is demanding a raise for it. This isn’t just an out-of-the-box script or a witty answer, the poetic text is an invitation for readers to interpret the ‘W’ in their own way.
The simplicity of the ad stood out in an age when brands resort to extravagant campaigns to capture attention. Groww proved that sometimes, less truly is more.
By keeping the ad simple, evocative, and open-ended, Groww struck a chord with its audience, who were equally creative in their responses.
One Instagram user quipped, “Dhamaal wala W hai. Uske niche paisa the. GrowW me bhi paisa double hoke hi milenge (It’s the W from the movie Dhamaal. You’ll get twice the money in Groww too).”
Another joked, “May be it’s ‘domain nahi mila’.”
This isn’t the first time Groww has showcased simple yet impactful advertising. Back in October, the brand rolled out a minimalistic print ad that outlined its growth journey from 2016 to 2024.
While it’s easier to tell such stories through TV commercials, capturing the same narrative power in print is a challenge—but Groww succeeded in doing it effortlessly.
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Growwing with IPL
Groww, a start-up barely 10 years old, started in 2016 and offers investing in direct mutual funds, stocks, ETFs (exchange-traded funds) and IPO (initial public offering) for India’s growing retail investors.
It started its advertising journey by targeting young, first-time investors and encouraging fence sitters through quirky and relatable TV ads. Its campaigns demystified investing with simplified explanations, portraying it as accessible and fun—perfect for millennials and Gen Zs.
For the past four years, the Indian Premier League (IPL) has been Groww’s prime stage to amplify its message. As one of the most-watched sporting events in the country, the IPL is an unparalleled advertising platform, one Groww has leveraged to connect with millions.
After growing its user base, the brand has now shifted gears to establish credibility among serious investors through pink papers. Its marketing focus has transitioned to seasoned professionals who rely on detailed insights before making financial decisions.
This pivot reflects Groww’s bid to position itself as a trusted platform catering to diverse investment needs.
Brand: Groww
Agency: In-house
Views are personal.
(Edited by Prasanna Bachchhav)