Axis Mutual Fund new ad campaign helps Indians save takes through the ‘sochna kya hai’ campaign.
Every year when tax season pulls through, a considerable number of Indians are left scratching their heads to save taxes. Many people have admitted that they do not know or even have the time to plan effective strategies to save taxes.
When one hears what they have thought about the taxes, they find it difficult to answer. Axis Mutual Funds now helps people in answering. Axis answers by saying ‘what is there to think…there is ELSS.
ELSS stands for Equity Linked Savings Schemes. In their latest campaign, the company turns to a different approach to get the people to invest in the scheme. The company states that with ELSS, no one has to worry during the tax season.
Even if people haven’t planned any effective strategy, the ELSS will save their day. The company put out three campaign films regarding ELSS. The characters in the ad seem quite confused and indecisive about their life decisions.
But one thing that kept them afloat was that they knew ELSS would be there to save their tax planning.
Boniface Noronha, who is the head of Marketing in Axis Mutual Fund, stated that the team was excited to see the response from the public. She believes that the scheme blends perfectly with the brand.
Even though investing in mutual funds weren’t a popular trend in India, this particular campaign will be pushed and help them drive forward.
Naila Patel, who is the executive and creative director at Mirum India, stated that the ‘sochna kya hai’ campaign is a sequel to the tax fever campaign that the company had created earlier.
Together these campaigns will reveal the attitude of the public towards mutual funds. The first campaign showed people’s procrastination towards investments in tax savings. But the second campaign is a way of increasing people’s confidence in mutual funds to help save tax.
The team also admitted that for a topic that is not humorous, they had adopted a rustic and quirky approach to get the attention of the audience. But the ad still emphasizes responsible financial behaviour.
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