Axis Mutual Fund has rolled out a film conceptualised by OneSeptember to showcase the benefits of ELSS for a tax payer.
The film opens in an office. Everyone is busy working, until they receive an alert on their phones. It's a notification about their respective salaries being credited. Each of them leave their work, and start thinking about ways of utilising the salary. From a party, to a new mobile, to online shopping for clothes, a trip to Khandala, and even a sedan, each of them have 'plans' for their salary. These celebrations are halted by the voice over bringing up taxes, and the amount of money that's cut each month from their salary. The happy expressions are replaced by those with gloom. The voice over then urges them to keep the celebrations going, and introduces them to ELSS, which can help them save Rs. 46,350 in taxes. The gloomy faces are happy again, and the film ends with the group of colleagues celebrating again.