PGIM India’s campaign talks about #SaveTaxGainMore

The campaign conceptualised by Rediffusion Brand Solutions will be aired on digital platforms till March 2020

e4m by exchange4media Staff
Updated: Feb 15, 2020 6:00 PM

PGIM India Mutual Fund has rolled out its latest digital campaign #SaveTaxGainMore to drive awareness and the adoption of ELSS Mutual Fund amongst Indian millennials. Conceptualised by Rediffusion Brand Solutions, the film urges youngsters to choose a facility that does much more than just save tax.

Through consumer immersions, the team gained insight that today's youth are not fixated on traditional modes of investments, but are open to options they consider more beneficial. The agency was directed to create a campaign that would align with the aspirations and way of life of millennials.

The solution came in the form of a film featuring a character called Alia. A millennial herself, she is a go-getter who cheerfully balances multiple responsibilities with ease. Her character draws a parallel between the multiple benefits of ELSS and the millennial's multi-achieving lifestyle. Thus, in a category populated by somber guidance, this film is a light and relatable piece of work. This was key to the storytelling, since it would be distinct and also set an approachable tone for mutual funds among this key target segment.

Sakshi Dalela, Head-Marketing and Communications, PGIM India Mutual Fund, said: “While most promotional imagery for mutual funds seems to target slightly older population, our research has consistently shown a growing appetite for exploring investment options among the 23-35 years age group. We are creating products and investor education around this insight to make mutual fund investment an exciting and relatable option to this new category of investors.”

The storyline is complemented by a confident and peppy background score, which ends with the infectious signature PGIM tune. Instead of being heavy on dialogues, the film conveys its message purely through the on-screen action and the supers. The mood and atmosphere of the film is cheerful and bright suggesting ease and the user-friendliness of ELSS.

“PGIM India ELSS Fund, which offers Tax Savings u/s 80C of Income Tax, wealth creation, lower lock-in period, ease of transaction and low minimum investment is one great way to start this journey,” Dalela added.

This film has been released in the middle of the Tax Season when most people are looking around for quick and easy tax-saving investment opportunities. It is hoped that the film will connect with Indian Millennials and get them to think about ELSS whenever they think about investments and Tax Saving. The campaign will be aired on the digital platforms till March 2020.

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