Religare MacReligare Macquarie, the joint venture between Religare Enterprises and Australia-based Maquarie Group, has announced its wealth advisory services in India.

The 'Active Wealth Management' service is being promoted with television commercials. The advertisement talks about creating a new category norm for wealth advisory service.

Religare Macquarie Private Wealth (RMPW) is the coming together of Religare and Macquarie. Backed by the global expertise of Macquarie and strong local insights of Religare,  RMPW has designed a refreshing whole new approach for managing, growing and preserving wealth. An approach which is symbolic of the ethos of diligence and forward thinking, and strives to be constantly alert to opportunities with "eyes and ears" to the ground. At Religare Macquarie, this is called Active Wealth Management.

  The campaign has been conceptualised and executed by Brand Planet Elephant. The print ads will be released in the first week of February.

The combined logo is symbolic of the 'coming-together' of the two dominant brands. It is a visual manifestation of Religare and Macquarie partnering together to form the joint venture .Religare's four leaf clover and Macquarie's Holey Dollar interestingly connotes the heads of the entities that join hands in agreement. The use of colours like green, black and grey signify prosperity, opulence and maturity.

Religare is a latin word that translates as 'to bind together'. The name is paired with the symbol of a four-leaf clover, a rare formation of the common three-leaf clover. Hope-Trust-Care-Good Fortune, are all elements that perfectly combine the emblematic and rare, four-leaf clover to visually symbolise the values that bind together and form the core of the Religare vision.

Macquarie looked to Australia's most successful early governor, Governor Lachlan Macquarie, for inspiration in its name and the creation of its logo. Governor Lachlan Macquarie (1761 - 1824) was instrumental in the establishment of Australia's first bank and was also responsible for introducing Australia's first coinage, the Holey Dollar.

In 1813 Governor Lachlan Macquarie overcame an acute currency shortage by purchasing Spanish silver dollars (then worth five shillings), punching out the centres and creating two new coins - the 'Holey Dollar' (valued at five shillings) and the Dump (valued at one shilling and three pence). This single move not only doubled the number of coins in circulation but increased their total worth by 25 per cent and prevented the coins from leaving the colony. Governor Macquarie's creation of the Holey Dollar was an inspired solution to a difficult problem and for this reason it was chosen as the symbol of the Macquarie Group

Anjan Roy, director, Brand Planet Elephant, said, "As a campaign that launches a new service, the primary objective is to establish the context of Active Wealth Management. This was done by drawing an analogy with the animal kingdom – where we are all familiar with behaviour that is alert, pre-emptive and agile. These are the same attributes we wanted to drive home for Religare Macquarie."