Axis Mutual Fund has rolled out a film to showcase the benefits of ELSS (equity linked saving schemes) that has been conceptualised by The Womb.
The film is shot in a laboratory and features two men dressed in lab coats. One of them conducts a 'science experiment'. He pricks the man next to him and takes some blood. He mixes that with some of the man's sweat and gets money as a result. The experiment continues to reveal how investing in ELSS over other tax saving schemes results in tears of joy rather than disappointment.
Rohan Padhye, VP – marketing communication and digital marketing, Axis MF, said, “January to March period is typically the tax season during which everyone hankers around to save tax. We felt it’s important to educate consumers that they should not just think about saving tax, but invest for wealth creation too, through ELSS. ELSS has become all the more relevant today given the low-interest rates offered by traditional tax savings options. The endeavour was to inform consumers about this functional aspect in a simple and entertaining way. I have to say, we at Axis MF were pleasantly surprised when we first heard the idea of a science experiment. We thought we were hearing it wrong but it is the bizarreness that made us confident about the campaign.”
Suyash Khabya, creative partner, The Womb said, “The root for the idea came from the medium itself. It was not a TVC; it was a digital media campaign, so we had to think accordingly. Social media is stuffed with boring, staged and uninspiring social experiments. In fact, it's become a format and the novelty has waned. So we just took a spin on it.”
Kawal Shoor, founding partner, The Womb, added, “There are two audiences for this campaign. The first is the traditional ELSS target - the corporate salaried individual. For her, during the tax season ELSS is ‘one of the options’ to invest in order to save tax. So we had to make ELSS top-of-mind. The second is the young trader/shopkeeper/Service professional who, due to GST etc., has just come into the tax bracket. The pinch of paying high taxes from the ‘khoon-paseene ki kamaai’ for them is very real. We had to, through our work, tackle that sentiment too. Hence the ‘science experiment’ on an emotional issue.”
Navin Talreja, founding partner, The Womb, said, “The Axis MF team was very clear that the communication should not feel like BSFI/financials at all. There are many investor education ads running in the market, it was important not just to stand out but make an impact on the consumer’s decision of picking a tax saving option that also creates wealth. Big Kudos to the Axis MF team for walking the talk.”
The film was published on 3 January 2018.
Client: Axis MF
Axis MF Team: Rohan Padhye, Ramanathan Sridhar
Creative agency: The Womb
Co-founders: Kawal Shoor, Navin Talreja
Account team: Heval Patel, Aditya Patil
Creative team: Suyash Khabya
Planning: Anakshi Dev Choudhury, Nakul Jayadevan
Director: Prashant Issar, Tubelight films