FundsIndia, an online investment platform for mutual funds, is looking to capitalise on the annual tax-saving season spanning December to February. It has rolled out its first integrated campaign. Conceptualised by Happy Creative Services, the campaign consists of two films.
The films follow a common thread. Both feature a protagonist, a young male executive, going through a hectic day at work, while a voice over narrates that earning money could be difficult. Saving through taxes and investing isn’t as difficult, adds the narrator, while FundsIndia and its advantages are spelt out. The films went live on 14 December 2015 across TV and digital.
Srikanth Meenakshi, co-founder and chief operating officer, FundsIndia, said, "The launch of our first ever advertising campaign on TV is a new chapter in our growth story. As an online investment platform, we pride ourselves in making investing in mutual funds easy. We understand that making money today is hard, and we’ve worked hard as an organisation to ensure that growing this hard-earned money needn’t be. We think the advertisements do well to highlight this fact."
Siddhartha Roy, COO, Happy Creative Services, said, “One of the most common grouses of working professionals is the perennial paucity of time and money. To top it all, there’s the scepter of tax constantly hanging over them. Through this campaign, we have tried to capture this consumer tension, while offering the brand as an apt solution.”