Last year we introduced the concept of ELSS (Equity Linked Savings Scheme, a type of Mutual Fund that allows one to save Income Tax in India) as “Else” to consumers and urged them to #AskWhatELSS before investing to save tax. This year, we wanted to continue with the #AskWhatELSS theme and share the message across to even more people. The objective of the communication was to make it simple and more of a mass appeal.
Each year millions of tax payers invest in conventional tax saving instruments. They do manage to save tax but do their investments yield results? Do they think beyond the first tax option available to them? It was this insight which the campaign built upon and requested users to not get stuck to their first option and think beyond by asking what else. And the creative route was brought alive in the story of “Pappu” and “Munni”, both of who got stuck to their first option and never did #AskWhatELSS.
Be it life or while investing to save tax, consumers who don’t #AskWhatELSS often get stuck to their first option, one that may have worked at some point of time in life for them, but in all probability, is now redundant. Asking #WhatELSS allows one to get more out of life and investments.
