No film. No visual. Just copy, on the front of The Economic Times — and the wave of long-form ads that followed it.
Every Groww user has asked the same idle question: why the extra ‘W’? The ad took that curiosity as its hook — and answered it with the values the company stands for, one W at a time. Wealth. Winners. Wish. Will. Wave. Wisdom.
It ran as a full page of copy at a time when long-form was considered a risk nobody would read. People read it.
“What does the extra ‘w’ in Groww mean? New ad answers in a poem” — feature + video.
The paper itself posted the ad as a case for the power of print.
Featured in ‘Magic of Print’ — a rival publishing house, applauding.
Covered across the advertising trade press.
Picked up the same morning it ran.
Named among the Top 15 creative ads in India. Since taught in a copywriting course module.
In the weeks that followed, the business dailies filled with long-form ads from major D2C brands — some borrowing the syntax line for line. The scariest format in print became, briefly, the most fashionable one.