Motilal Oswal Mutual Funds has released a series of digital films to promote its Equity Linked Savings Scheme (ELSS) fund and its dual benefits with a humorous narration of relatable real-life situations.
The campaign was conceptualized and executed by the Digital Refresh Network. The advertisements show the protagonists confused between two difficult choices like choosing between which friend to help during an exam or what to eat between the parathas made by the mother or the pizza made by the wife. The purpose of the films is to reiterate the unique proposition of Motilal Oswal’s long-term investment fund (An ELSS Fund).
Charles Nadar, Senior Vice President – Marketing, Motilal Oswal Financial Services Limited, said: “As it is that time of year when investors are scrambling to find ways to save tax, this campaign aims to highlight Motilal Oswal’s long-term equity fund offerings primarily designed to help save U/S 80C tax and achieve their intended financial goals. We constantly strive to design advertising campaigns that evoke humor, are impressive and relate to everyday situations. On that note, we drew inspiration from those real-life situations where choosing one of the two options can lead to fear of missing out on the alternative, making it difficult to make a decision. But with our ELSS fund, you can simultaneously save tax and build wealth. ”
Amit Agarwal, Creative Director of Digital Refresh Networks, said, “A clear briefing is half the battle! Thanks to the MOMF team, we received a very specific proposal to communicate. We were happy to further develop our expertise with short-format stories, to help sharp messages land effectively with audiences. What becomes critical in this form are the little nuances that make the story pass even in a short window. It’s the attention to this detail that makes all the difference and ultimately it’s the response to the communication that adds to the joy of this process, the videos have been well accepted by the public as we see great traction organic ! This is the victory we are playing for.