Axis makes a 'surprise raid' to highlight ELSS Mutual Fund benefits

Axis Bank has rolled out a digital campaign to explain the benefits of ELSS (Equity Linked Savings Scheme) Mutual Funds.

The film conceptualised by One September along with the digital agency, AgencyDigi, opens in a cafeteria of an office. Here a man dressed in a suit is shown toddling across tables and randomly grabbing a spoonful of food from the people seated there. He gets looks from the people in the cafeteria, but that doesn't stop him. Finally, he walks away from the tables and pulls out a banner that reads, 'Is the taxman eating into your savings? To share less and save more visit axismf.com'.

Sreekanth Dass, director, One September, said, "The idea sounded great on paper but we had to plan meticulously to capture genuine reactions of the people. We had rigged cameras on the ceiling, used spy cams and extra zoom lenses to ensure that we don't give away the surprise. Also the edit was kept as real as possible so that the audience watching online also don't feel like it's an advertisement and actually get surprised. In fact while briefing the actor, I told him it has to be so real that he should probably get slapped or even chased out of the premise."

Credits:

Client: Axis Mutual Funds
Digital agency: AgencyDigi
Creative direction and production: One September