Tata Mutual Fund has launched an ad campaign consisting of four films to raise awareness of tax-saving benefits of investing in an ELSS scheme.
Conceptualised by Social Beat, the films show situations where the protagonist receives lesser than expected because of an unexpected cut. It's linked to how salaries are reduced because of tax.
MVS Murthy, head – marketing and digital, Tata Mutual Fund, said, "Content is the crucial differentiator when there is product parity. Technology helps make an incisive reach to the correct set of audiences. The initial reaction to our films have been that of 'Hey! This is exactly how I feel when my March payslip has a 'skimmed' salary for the month!'. The distributor community too have lapped up the commercial and shared positive feedback."
Suneil Chawla, co-founder, Social Beat, said, "We wanted to make the ELSS scheme more relatable for audiences. The one factor that our entire audience has in common is that no one likes their income being reduced because of tax. We distilled this idea into the central concept for our campaign: 'How people feel when they don't get what they deserve'. This idea gave us plenty of room to play around with and communicate the benefits of an ELSS scheme in a creative way."
Privacy regulations have significantly hindered measurement capabilities to the extent that Meta, Google, and Amazon are now finding it necessary to use Media Mix Modeling. Campaign explores if other marketers should follow in their footsteps