Motilal Oswal Mutual Funds has launched a campaign titled ‘Tax Bachao. Wealth Badhao’ (save tax, increase wealth) to create visibility for its ELSS fund. Conceptualised by Digital Refresh Networks, the films aim to highlight the fund’s dual benefits with relatable real life situations.
Each of the films showcase how in life, we sometimes have two equally tempting choices, but can pick only one. It might be about picking one’s favourite dish from the two, deciding which from the two friends to help, or choosing one person over the other. However, towards the end, the voice over narrates how even though life might give you two very tempting options, picking Motilal Oswal’s Mutual Fund can help one save tax and create wealth, making it the best option regardless.
Charles Nadar, senior vice president, marketing, Motilal Oswal Financial Services Limited (MOFSL), said, “Since it's that time of the year when investors are scrambling for ways to save tax, this campaign seeks to highlight Motilal Oswal’s long term equity fund offerings, mainly built to help save tax U/S 80C and achieve their planned financial goals. We constantly endeavour to design ad campaigns that evoke humour, are awe-inspiring, and are relatable to everyday situations. On this note, we took cue from those real life situations where choosing from one of two options can result in the fear of missing out on the alternative, making it difficult to take a decision. But with our ELSS fund, one can save tax and build wealth simultaneously. ”
Amit Agarwal, creative director, Digital Refresh Networks, said, “A clear brief is half of the job done! Thanks to the team at MOMF, we received a very sharp proposition to communicate. We were happy to build further on our expertise with short format stories, to help the sharp messaging, land effectively with the audience. What becomes critical in this form is the little nuances that make the story come through even within a short window. It is the attention to this detailing that makes all the difference and finally, it’s the response to the communication that adds to the joy of this process, the videos have been well accepted by the audience as we are seeing great organic traction! That is the win we play for.”