ASKWHATELSS

TitleASKWHATELSS
BrandFRANKLIN TEMPLETON INVESTMENTS
Product / ServiceFRANKLIN INDIA TAXSHIELD
CategoryA06. Financial Products & Services, Commercial Public Services, Business Products & Services
EntrantFRANKLIN TEMPLETON ASSET MANAGEMENT (INDIA) Mumbai, INDIA
Idea Creation WYP BRAND SOLUTIONS Mumbai, INDIA
Production WYP BRAND SOLUTIONS Mumbai, INDIA

Credits

Name Company Position
Amit Akali, Huzefa Roowala, Hammad Khan, Aditi Naikar WYP Brand Solutions Managing Partner & Creative Head, Director- Creative & Content, Director - Servicing & Technology Director, Senior Copy Writer

The Campaign

During our research we realized, some of the popular investment instruments had a sound mnemonic. Like SIP(Systematic Investment Plan) was familiar as SIP etc. While, Equity Linked Savings Scheme was being called as E.L.S.S only And, that's how we thought of E.L.S.S as ELSE And, thus Ask What ELSS when it comes to tax-savings.

Creative Execution

Apart from the 2 DVCs, we created a microsite (www.AskWhatELSS.com) where the concept was further explained as well as the product Franklin India Taxshield was promoted. The same was also built through, 1. Online Ad Banners 2. Social Media - Posts, Carousel Ads, DVC promotions etc. 3. Print Ad

Campaign reach – More than 5 million on digital Over 1.2 million video views Over 6,000 leads through our online lead management system Over 2.3 lac website visits with a specially designed tax booklet downloaded over 600 times 58% increase in FT Market share in ELSS category 35% increase in new ELSS consumers in the industry 91% increase in new FT ELSS consumers 180% increase in ELSS online sales compared to last year

In order to build the thought of Ask What ELSS, we introduced 2 DVCs. 1. Asking users, what benefits did their tax-saving instruments offer? (https://www.youtube.com/watch?v=SCHpcUyMpCc ) 2. What tax-saving instruments do they invest in? (https://www.youtube.com/watch?v=dkdTadmldiA)

Links

Website URL   |   Video URL   |   Supporting Webpage