Don’t get locked for long while saving tax, says DHFL Pramerica Mutual Fund with its new ELSS digital campaign.
The campaign targets the young investor looking for tax saving solutions through a combination of a web video, web banners and educational content. The campaign will be using social media extensively and has been kick started on Facebook and Youtube.
While most tax saving products focus on tax benefits alone, the fund house has looked at creating a strong preference for their tax saving fund by focusing on the short lock-in benefit of ELSS.
The campaign includes a video to convey this point in a dramatic way. It starts with a young man held captive by a tough talking, burly looking character and the subsequent conversation between them makes the audience realize that the young man has made hasty investment decisions and is now locked in it for a long time. The video then goes on to suggest that one can avoid this situation by investing in a short lock in investment. The same idea has been translated into the web banner campaigns and extended to the activation piece.
In a press release, Salil Vaidya, Director and CMO, DHFL Pramerica MF added, “We uncovered a wonderful opportunity wherein a strong consumer insight was not being exploited by the industry and our competitors. Young investors are particularly wary of being locked into any commitment for long without having any exit window. Moreover almost every tax specific communication has stayed in the generic area of stating the obvious i.e. they help in saving tax. We saw a clear opportunity of differentiating ourselves from other tax planning options and from other mutual fund brands. Our creative idea evolved from this thinking as we positioned our product using an unexploited category benefit.”
