New Delhi, Sept. 14 -- Marketing is hard for stockbroking apps, as they worry about Securities and Exchange Board of India (Sebi) rules while chasing an increasingly younger investor with a seemingly endless risk appetite. Add to it the responsibility of a legacy brand name, and HDFC Securities has its task cut out for it. How does it juggle its many marketing goals in an increasingly complicated media landscape? Puneeth Bekal, executive vice president and chief marketing officer of HDFC Securities, tells Mint in this conversation.

The audience investing in any asset has now come down to 18-35 as compared to the previous cohort of 25-44 in the last five-six years, especially after covid. The risk appetite of Millennials and Gen Zs is muc...