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ETMoney encourages people to have a look into smart personal financing

The campaign focuses on three financial solutions to solve every individual’s financial needs — tax savings, investment and loans. It is conceptualised by Daiko FHO and produced by Cellardoor in partnership with Times Internet

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ETMoney, the app for investments, loans and expense management, has unveiled its first TV campaign, focusing on three critical financial solutions to solve every individual’s financial needs — tax savings, investment and loans.

The campaign that encourages people to make smarter choices has been conceptualised by Daiko FHO and produced by Cellardoor in partnership with the Times Internet marketing team led by COO Santosh Navlani. It has four different ads that reveal the length and breadth of the solutions offered.

Santosh Navlani, COO, ETMoney, said, “We started ETMoney with a mission to simplify the financial journey for new-age Indians. Everything we build is with the singular goal of offering pointed solutions geared towards their financial needs. In our latest campaign, we have focused on the three most critical financial situations in every individual’s life — tax saving, investments and loans and how ETMoney enables them to make smart choices. I am confident this campaign will introduce smart personal financing to a wider audience and contribute towards further strengthening our position as the most loved personal finance app in the country.”

Rajesh Aggarwal, Founder and CEO, Daiko FHO, said, “Fintech communication in today’s day and age must be informative yet easy to grasp as the segment is penetrating deeper into Indian society. Working on this campaign gave us the opportunity to experiment with the traditional format and create communication which is a fine blend of both financial insights as well as engaging storytelling that will inform and educate the audience in a simple and relatable manner. This campaign would certainly catapult ETMoney to the next level in terms of brand recall.”

The campaign’s brand films revolve around relatable slices of life situations that delineate how people are ignorant of or get hassled by financial and investment-related decisions and how ETMoney comes as a smart saviour and enables them to overcome the problem in an easy and intelligent way. The films use quirky double roles for poignant humour and the brand and the specific product is revealed in an interesting manner.

The launch film reveals how people can earn extra on their tax saving investments, and how ETMoney with its innovative tax solutions can help people save tax while earning extra returns on their tax-saving mutual fund investments. In another film, the company tries to make consumers aware about how they can earn extra by investing in zero commission direct mutual funds on its platform. The seemingly small commission is saved by investing directly and becomes a sizeable amount over a period of time. In the final film, ETMoney highlights how it can bail you out of tight spots with its instant loan options that you can avail anytime with a seamless one-time paperless approval.

The ETMoney campaign is a national campaign that will be played on TV and OTT platforms.

The Campaign:


Creative Partner, Daiko FHO: Shivanand Mohanty

ECD, Daiko FHO: Biraj Banerjee

Creative Director, Daiko FHO: Devdas R Nair

General Manager, Digital, Daiko FHO: Amit Dabral,

Group Account Manager, Daiko FHO: Anisha Mann

Senior VP, Digital and Advertising, Daiko FHO: Chandy Mohapatra

Director of TVC, Cellardoor: Rishav Rastogi

Cellardoor: Sourav Bangotra

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