Upstox has launched its Indian Premier League campaign ‘Start Karke Dekho.’

The goal of the campaign is to promote better financial participation in the country by speaking to the fact that sometimes it’s all about just taking the first step: things are usually easier than expected once you start. It emphasizes that with Upstox, investing is extremely simple and effortless, right from the first step. It features a series of videos capturing insights from everyday situations. People find it difficult to do regular tasks such as touching one’s toe and taking an escalator but find investing through Upstox easier and more engaging. The campaign’s underlying objective is to create financial awareness and foster an investment culture across the country.

“We believe that there’s a lot to be done in terms of fostering a culture of investment in the country. The most important aspect of the campaign is that it gives first-time users confidence to start their investment journey. At Upstox, we want to refresh the way investing is done in India, just like IPL has reinvented cricket as a sport in India. We believe that our campaign 'Start Karke Dekho' will create a significant impact on the millions of young people who want to manage their funds better,” said Ravi Kumar, Co-founder & CEO, Upstox.

The multimedia marketing campaign includes commercials on television, OTT, digital, and social media platforms. While digital and OTT platforms are employed to reach out to target segments in metros and big cities, television dominates the media mix for Tier-2, Tier 3, and Tier 4 towns. The campaign will run till the IPL Final on May 30.