DHFL Pramerica MF, a mutual fund house, has unveiled their latest campaign #unlockwithELSS on their Equity Linked Savings Scheme (ELSS) – DHFL Pramerica Tax Savings Fund.
The campaign tries to communicate about the tax saving by using a humorous approach. The video goes on to suggest that one can avoid this situation by investing in a short lock in investment.
According to the brand, young investors avoid long term commitment without having any exit window. Moreover, almost every tax specific communication has stayed in the generic area of stating the obvious i.e. they help in saving tax.
The brand saw a clear opportunity of differentiating them from other tax planning options and from other mutual fund brands. This creative idea evolved from this thinking as they positioned their product using an unexploited category benefit.
The campaign will be using social media extensively and has been launched on Facebook and YouTube.
This is an example of target marketing and the campaign targets the young investor through web video, web banners, and educational content.
