#AskWhatELSS
The Challenge
In a country of 65 million tax payers, less than 10% invested in ELSS. Research suggested that most tax payers do not move beyond their first option of traditional methods of tax saving investments. While the traditional options saved tax, but gave limited growth potential for their investments. The biggest challenge was to change the behaviour of choosing their first option for tax saving and make the tax payers ‘#AskWhatELSS’ before saving tax.
In a country of 65 million tax payers, less than 10% invested in ELSS. Research suggested that most tax payers do not move beyond their first option of traditional methods of tax saving investments. While the traditional options saved tax, but gave limited growth potential for their investments. The biggest challenge was to change the behaviour of choosing their first option for tax saving and make the tax payers ‘#AskWhatELSS’ before saving tax.
The Idea
Through customer research, we understood the trend of tax payer and why they stuck to their first options to save tax. To increase the number of tax payers who chose ELSS as a better investment opportunity while saving tax, we created a sound pneumonic for ELSS and called it else. To showcase this, we created a story of Pappu and Munni. Two individuals who chose the first option in one particular thing and how it affected their lives through video ads. To amplify this further, we ran ads across the internet, especially on relevant websites and destinations.
Through customer research, we understood the trend of tax payer and why they stuck to their first options to save tax. To increase the number of tax payers who chose ELSS as a better investment opportunity while saving tax, we created a sound pneumonic for ELSS and called it else. To showcase this, we created a story of Pappu and Munni. Two individuals who chose the first option in one particular thing and how it affected their lives through video ads. To amplify this further, we ran ads across the internet, especially on relevant websites and destinations.
My Role:
Account Manager
Client:
Franklin Templeton Investments
The Output
The Impact
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