ELSS Mutual fund tax saving investment
If in real life we can multi-task, so can our investment.
The client wanted to take a different approach to market their ELSS mutual fund product, when every other mutual fund brand will be marketing their product during financial year end. So the idea was to break the stereotype and cast a female actor in a financial ad. And make a song, which holds the attention of a viewer.
We decided to make the film look fresh, floral and bright. It holds attention. The casting was also locked upon an unconventional face. And the song was sung by a voice which has a bit of hiss. All these elements would hold the viewers attention, because it's a usual practice for the audience to skip any marketing material related to Finance.
The campaign was a success all over. Agency was happy with the execution. The print stills (which were taken during the shoot by our photographer in a separate photo booth setup) were published in PAN India newspapers and magazines catering to youth. PGIM definitely got some eyeballs during financial year end from the youth audience.