Margadarsi Chit Fund - #ATrueFriend
We have all found ourselves in need of a financial partner. Margadarsi went beyond this — they became A True Friend.
Overview and challenge
For decades, Margadarsi Chit Fund has built its reputation on something many financial brands spend years trying to earn — trust.
Founded in 1962 in Hyderabad by Cherukuri Ramoji Rao, it served as the launchpad for the entire Ramoji Group.
Across South India, generations of customers have relied on Margadarsi for financial planning, savings, and long-term financial confidence.
When they approached us for a digital revamp of the brand, the challenge was not recognition. It was a transformation.
As the brand looked to accelerate customer acquisition through digital platforms, it faced a critical question: how do you create trust in a digital-first world?
Our Work in Pictures
Campaign insights
Financial decisions are deeply personal and emotional to a person. The only way someone invests in a fund is if the fund comes across as a trustworthy friend.
That’s exactly what Margadarsi is — A True Friend.
Through this process, we had the basis of our campaign.
Campaign tactics and execution
While Margadarsi had built decades of trust offline, translating that confidence into a digital ecosystem required a different approach.
We began by building a robust, enquiry-friendly website and ran trust-led digital campaigns targeting consumers seeking safe and reliable investment and borrowing options.
We launched #ATrueFriend on all of Margadarsi’s social media handles and positioned the brand as a dependable companion through life’s important financial decisions.
Rather than focusing on transactions, the communication focused on relationships. We wanted to create not a marketing campaign designed to sell, but financial communication designed to build confidence.
The regional films were especially well received.
Our integrated communications approach enhanced brand visibility, removed negative perception, and reached newer audience segments, leading to an increase in the subscriber base and overall revenue.
Results and Impact
Results and impact (as of 2026)
50,000+
Leads generated
₹70 Cr+
Chit value converted
160M+
Total impressions
57M+
Total reach
38M+
Video views
Key Campaigns
- Website revamp:
Rebuilt around enquiry generation.
- CRM-integrated lead management:
Every enquiry tracked from first click to conversion.
- Regional rollout:
The campaign ran across four languages.
- 10 campaign films:
Produced and deployed across channels.
- Digital lead generation:
Campaigns across Meta, YouTube and LinkedIn.
- Real People. Real Stories.:
A customer testimonial sub-campaign built on storytelling.
- Performance marketing optimisation:
Continuous refinement of what was working.
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