Franklin Templeton Tax Shield urges investors to #AskWhatELSS

The new digital-led campaign conceptualised by What's Your Problem aims to build the ELSS (Equity Linked Savings Scheme) category.

Franklin Templeton Investments has launched a digital-led integrated campaign created by What's Your Problem - WYP Brand Solutions for the ELSS category. E.L.S.S., which stands for Equity Linked Savings Scheme, is a mutual fund that offers tax benefits under Section 80C of the Income Tax Act. While an E.L.S.S. Fund also offers the additional benefit of the potential growth of equities, very few investors are aware about it, and therefore, it hasn't been part of their consideration set.

When consumers think of tax-saving instruments, they typically think of traditional savings options like life insurance, PF, PPF, or fixed deposits, but rarely think of mutual funds or E.L.S.S. The campaign aims to introduce the ELSS category to consumers who are either unaware of it or have invested in it, but do not know the segment well.

"We noticed something interesting about most existing investment options," explains Hammad Khan, director, servicing and technology, What's Your Problem Brand Solutions. "Right from SIP to ULIP, each category had a very clear sound mnemonic to refer to. Once the consumer could begin naming a particular category, s/he got comfortable with it and eventually started investing in it. S.I.Ps became popular when brands and consumers started referring to them as SIPs. The objective was to make E.L.S.S. a part of the consumers' conversation, and therefore, a part of their consideration set," he adds.

Amit Akali, managing partner and creative head, What's Your Problem, states, "The arrangement of letters in ELSS naturally lent itself to the 'What Else' campaign thought where the word 'Else' is played upon. We always ask for more, right from discounts while shopping, to holidays and entertainment options. This blended in with the execution where the investors are pushed to ask 'What ELSS' will every investment bring them."

As part of the campaign, two sets of videos were promoted on YouTube and Facebook. In the first, unsuspecting people were asked about the instruments they use while making an investment. The next set of films asked them about the benefits their tax saving instruments provided.

The digital campaign is supported by a microsite, social media amplification, as well as print ads.