Axis Mutual Fund | Ketannangare

Digital Campaign

Brief - Tax season brings a surge

of ELSS (Equity Linked Savings Scheme) advertising, all vying for consumer attention. However, traditional ELSS communication is often dry, preachy, and unengaging, failing to resonate with modern audiences who have shorter attention spans. This creates an opportunity to disrupt the category with fresh, innovative messaging that cuts through the clutter.

Insight: People experience a recurring "tax hangover"

every year – the pain of a significant salary deduction.

Yet, they consistently postpone tax planning, leading to a frantic,
last-minute scramble that amplifies the stress and often results in suboptimal investment choices.

#TaxFever captures this frantic energy and highlights the avoidable nature of this annual panic.

Idea - #TaxFever

This creative concept leverages the power of celebrity look-alikes and humorous scenarios to address the common problem of tax-planning procrastination. By featuring recognizable figures in unexpected roles, the campaign aims to capture attention and deliver the tax-saving message in an engaging and memorable way.

The first film uses a news interview format, with a relentless anchor grilling a young professional about his last-minute tax planning habits, tapping into the public's desire for answers.

The second film takes a comedic crime investigation approach, with a police inspector "investigating" a couple's lack of tax planning and wealth-building strategies. This lighthearted approach aims to resonate with a broad audience, making the often-dry topic of taxes more approachable and encouraging proactive financial planning.