Franklin Templeton Investments has rolled out a digital-led for the E.L.S.S. (Equity Linked Saving Schemes), which falls under the mutual funds category that offers investors tax benefits. The campaign comprising two awareness building films has been conceptualised by What's Your Problem.
The first asks people about the tax saving instruments they use while making an investment. On answering, they are asked, “What ELSE?” (With the corresponding super asking – What ELSS). As they run out of answers, the voice and super keep questioning, “What ELSS?” till the respondents get irritated and say ‘Nothing else!’. A super reads: ‘Before you invest in tax saving instruments, #AskWhatELSS.’
Another film starts by asking consumers, 'What benefits do your tax saving instruments give you?'. Quick cuts of people answering, ‘Saves taxes’, ‘Helps me save’, ‘Short lock-in period’, etc. follow. The voice over keeps asking, ‘What ELSS’ till finally the consumers say, ‘Nothing else!’; which is met by the super – ‘Before you invest in tax saving instruments, #AskWhatELSS’.
Hammad Khan, director - servicing and technology, What's Your Problem Brand Solutions, said, "We noticed something interesting about most of the existing investment options. Right from SIP to ULIP, we realised that each category had a very clear sound mnemonic to refer to. We’ve realised that once the consumer could start naming a particular category, he got comfortable with it and eventually started investing in it. For example, SIPs started becoming popular when brands and consumers started referring to them as SIPs and understood the advantages of the category. The objective was to make ELSS a part of the consumers’ conversation, and therefore a part of their consideration set.”
Amit Akali, managing partner and creative head, What’s Your Problem, added, “The arrangement of letters in ELSS, therefore naturally lent itself to the WHAT ELSE campaign thought, where the spin is on the word ELSE. On the insight front, we all universally ask for more, right from discounts while shopping, to holidays and entertainment options. This insight naturally blended in with the thought of ‘What ELSS’, where the campaign urges investors to ask ‘WHAT ELSS’ from every investment they did, and see for themselves the additional benefits they could draw out for each rupee they invested.”