Campaign India Team
Jan 10, 2022

Invest in ELSS and there's nothing to worry about says Axis MF

Watch the film conceptualised by Mirum India here

Axis Mutual Fund has rolled out an investor awareness campaign that looks to reveal the importance of a well-planned tax investment strategy.
Conceptualised by Mirum India, the campaign titled 'Sochna Kya Hai' (what's there to think) reveals how those who invest in ELSS don't need to think about their financial planning to save taxes.
The campaign consists of three films, one of which is currently on air. 
Boniface Noronha, head – marketing and digital, Axis Mutual Fund, said, “We’re looking forward to the reactions to this campaign – it’s a proposition we’re excited about, one that blends perfectly with who we are as a brand. The messaging is relevant, given how mutual funds aren’t the niche investing category that it once considered in India. We have plans to take this campaign forward in many ways even after the tax season, so we’re gearing up for that even as we speak.”
Naila Patel, executive creative director, Mirum India, said, “Sochna Kya Hai is in many ways a continuation of #TaxFever, and the two campaigns mirror the general public’s attitudes towards mutual funds. While with #TaxFever we identified the procrastination around making tax saving investments, Sochna Kya Hai is a commentary on the increasing confidence people seem to have on mutual funds for tax savings. We also adopted a rustic, quirky approach here because that kind of humour is something that cuts across audiences, even for something as non-humorous as tax planning! Not to mention the protagonists here exemplify responsible financial behaviour, which is what the brand is all about.”
The campaign was launched on 10 January and is slated to run till the end of the financial year. 
Client: Axis Mutual Fund
Head - marketing and digital: Boniface Noronha
Lead - marketing: Khushboo Sanghvi 
Senior manager - marketing: Lakshmi Prabhakaran
Creative agency: Mirum India ECD: Naila PatelDirector - media: Preetam ThingalayaDirector - brand strategy and client services: Mohit Ahuja
Creative team: Kishor Shembekar (senior creative director), Hitesh Jain (senior creative director- content) Melanie Joe (copy head), Ritika Pal (senior copywriter), Divesh Jadhav (design head) Omkar Deshpande (art director), Karan Vazirani (head - video production), Rohit Dhuliya (video producer)
Planning and servicing: Nelson Cardoza (manager – brand management),
Banani Hazra (senior executive – brand management)
Media planning and buying: Milan Nakrani (cluster head - media), Saurabh Gupta (manager - media)
Campaign India

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