Campaign face-off: ETMoney vs Scripbox

We asked industry observers who they think did it better

e4m by exchange4media Staff
Updated: Jan 24, 2019 8:00 AM
ScriptboxETMoney

It’s that time of the year when every salaried Indian is hunting high and low to find a suitable investment option to reduce his/her tax burden. Every solution provider knows this and hence the resultant noise creates a lot of confusion in the mind of the consumer. Two brands operating in the category, ETMoney and Scripbox, unveiled their brand campaigns around the same the time. While both brands had distinct creative strategies and insights that they employed, we asked industry observers who did it better. 

Scriptbox ad:

Through its campaign, ETMoney not only encourages people to make smarter choices, but it also offers them something extra. The campaign, conceptualised by DAIKO FHO and produced by Cellardoor in partnership with the Times Internet marketing team led by COO Santosh Navlani, has four different ads that reveal the length and breadth of the solutions offered. Scripbox's campaign conceptualised by Tilt Brand Solutions comprises online video, radio and office activation in key markets. Their campaign portrays four common ‘taxing situations’ people find themselves in from January to March, depicted by four different avatars - Tax Kumbhakaran, Tax Bhola, Tax Statue and Tax Sufi.

ETMoney ad

Robby Mathew, CCO, FCB Interface

I feel that Scripbox communication engages the target audience far better because it clearly reflects the salaried person’s ‘tax saving’ behaviour. However, what follows is largely product 'blah blah' which doesn’t register at all. Lastly, the baseline says  -stop thinking, start investing  - which is another thought altogether. ETMoney has a far better proposition – tax-saving instruments that earn for you. However, the groundnut analogy doesn’t do justice to the proposition. And the ‘product window’ that follows succeeds brilliantly in disengaging the viewer.

Kumar Suryavanshi, Executive Creative Director, L&K Saatchi & Saatchi

Both the communications are based on human behaviour & emotion to react on certain advise or benefit. I feel Scripbox's ad is more creatively engaging as well as strategically very clear whereas ETMoney's ad has got all the information right but it is not appealing as compared to Scripbox. In the market of cut-throat competition in the category, it is very important to be engaging enough to hold the audience when you don’t have an upper hand under product benefit.

Priya Gurnani, Creative Head, Publicis Groupe, Bengaluru

This is a classic case of a ‘jaise ki’ ad versus a ‘kyunki ad’. A ‘jaise ki’ ad uses a metaphor to draw a parallel between human life insights and the brand. Like in the ETMoney commercial, they draw a parallel between the joy of getting an extra groundnut and receiving added benefits on ETMoney insurance. The drawback in these type of ads is that such a life parallel can be used for any type of product. In the current ad, the groundnut insight could work for a Big Bazaar, a Nike or anything else. 

On the other hand, a ‘kyunki’ ad draws a human insight which comes directly from the usage or the existence of the product in a consumers life. They always have a stronger brand connect. The ScripBox ad aims at doing the same. They have come upon the insight that different people have a different way of dealing with saving taxes. While some are 'last minuters', some have given up the idea of saving taxes itself. ’Tax kumbhakaran’ and ‘Tax Sufi’ are my personal favourites. The execution is great, the humour is not over the top and the insights are strong. A thumbs up from me for the Scripbox campaign.

Krittika Chakraborty, Associate Vice President, Dentsu Impact

Scripbox did it better. Tax-saving is a big part of what millennials call ‘adulting’ and the Scripbox campaign addresses this through specific behavioral insights very true to them – how some people find it complicated and pretty much say okay to all pieces of advice that come their way and how others wake up to this reality only when investment proofs have to be submitted. The fact that this can be done simply and quickly without going through complicated jargon and shifty middlemen is what Scripbox wants to stand for, and being a millennial myself, I can say that they have captured the insight spot-on.

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