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Overview

With a plethora of tax saving investment options available, our aim was to make Tata Mutual’s tax saving funds stand out amongst the rest.

Overview

With a plethora of tax saving investment options available, our aim was to make Tata Mutual’s tax saving funds stand out amongst the rest.

Considering that a topic related to tax could be boring and at the same time daunting, we kept in mind what the viewers could relate to by engaging them with topics that were trending. The ultimate goal was to receive quality leads that would lead to successful conversions.

The Strategy

Considering that a topic related to tax could be boring and at the same time daunting, we kept in mind what the viewers could relate to by engaging them with topics that were trending. The ultimate goal was to receive quality leads that would lead to successful conversions.

Keeping this in mind, we conceptualised a video campaign that would break through the clutter and stand out in the competitive mutual funds space in India. Comprising of four short videos based around a common theme, the video campaign highlighted the importance of investing in an ELSS tax-saving scheme.

Keeping this in mind, we conceptualised a video campaign that would break through the clutter and stand out in the competitive mutual funds space in India. Comprising of four short videos based around a common theme, the video campaign highlighted the importance of investing in an ELSS tax-saving scheme.

All these ads have protagonist across demographics such as a working woman, a management trainee, a sportsman and an executive relaxing in his home. used everyday scenarios that everyone, no matter what their age or gender, can identify with, for instance, shopping for groceries and ordering a pizza. This idea was distilled into the catchy hashtag #NoToKatauti.


“Say No to Katauti”

All these ads have protagonist across demographics such as a working woman, a management trainee, a sportsman and an executive relaxing in his home. used everyday scenarios that everyone, no matter what their age or gender, can identify with, for instance, shopping for groceries and ordering a pizza. This idea was distilled into the catchy hashtag #NoToKatauti.


“Say No to Katauti”

Our social media strategy too echoed the same tone and voice. We leveraged trending topics like the most recent movies release, election results and tied it back to tax savings

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Our social media strategy too echoed the same tone and voice. We leveraged trending topics like the most recent movies release, election results and tied it back to tax savings

VIEW MORE

The campaign was extended to offline as well and was it being advertised in major daily newspapers across the country.

The campaign was extended to offline as well and was it being advertised in major daily newspapers across the country.

Business Impact

The objective behind this campaign was to engage the audiences with relatable and relevant tax related concerns and obtain quality leads and conversions from the campaign. By hitting the right chords, we were able to achieve outstanding results on this campaign, thereby making not only the client happy but also Social beat as a team.

Business Impact

The objective behind this campaign was to engage the audiences with relatable and relevant tax related concerns and obtain quality leads and conversions from the campaign. By hitting the right chords, we were able to achieve outstanding results on this campaign, thereby making not only the client happy but also Social beat as a team.

94M

Impressions

5M

Interactions

7764

Leads

3.9M

Video Views

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