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Axis MF urges people to ‘share less’ with the Taxman

Created by AgencyDigi, the campaign educates about Axis MF's ELSS offering that enables them to lose less in tax

Axis MF urges people to ‘share less’ with the Taxman

The company has launched an interesting campaign, created by AgencyDigi, to educate viewers about its ELSS offering that enables them to lose less in tax

Sarmistha Neogy | Mumbai | December 10, 2014

Taxman-TVC Click on the image to watch the TVC.

Axis Mutual Fund has launched a new campaign titled ‘The Taxman’ to create awareness of its ELSS (Equity Linked Savings Scheme) offering. The video acknowledges that income tax deduction is one thing most people have come to terms with. So much so, that people don’t even realise what gets cut, till the pay-slip arrives at the end of the month. And even though they feel the pinch, there is no realisation that there is a way to lose less in taxes.

The campaign has been conceptualised by AgencyDigi and the video has been shot by Agency One September. Axis Mutual Fund wanted people to realise that a part of the income tax they lose can actually be saved, if they invested in ELSS, because investments made in ELSS fall under Sec 80C of the Income Tax Act, 1961, and is eligible for income tax deduction as per the prescribed rules.

Some of the other advantages of ELSS are that one can save up to Rs 46,350 in taxes, on an investment of Rs 1.5 lakh in ELSS. It has one of the lowest lock-in periods among other tax saving instruments. The dividend declared is tax free for investors.

To educate people in an interesting way, the agency created the Taxman – a man dressed in a black suit and black sunglasses. In the video, he is seen to be conducting a surprise raid in the cafeteria of a corporate office during lunch time, and this activity is captured through hidden cameras. To prove the point that Taxman eats into the savings, he is seen going about grabbing food from people’s plates. Just as how people share their hard-earned income with the Taxman, he demanded the same from people when it came to their food. Finally, it was revealed that there is a way to share less with the Taxman by investing in ELSS.

Sharing the thought behind the campaign, Praveen Raj, Creative Lead, AgencyDigi, said, “It's rare that we get a chance to humanise a financial campaign. And ‘The Taxman’ for Axis Mutual Fund presented us an excellent chance to do so; to tell everyone that one can share less, it explained the promise of ELSS as an excellent tax saving instrument.”

The video has been trending on YouTube with more than 3.1 lakh views, garnered in two weeks. There is a separate Facebook and Twitter profile created for the Taxman which describes him as ‘They call me the Taxman and I love to share even if you don’t care for it. Because I own a piece of everything you have – including your happiness!’

The TVC:




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