DHFL Pramerica MF unveils new campaign promoting their ELSS offering

01 Feb,2017

By A Correspondent


DHFL Pramerica MF has unveiled its latest campaign #unlockwithELSS on its Equity Linked Savings Scheme (ELSS)– DHFL Pramerica Tax Savings Fund. The campaign targets the young investor looking for tax saving solutions through a combination of a web video, web banners and educational content. This campaign has been developed in house by the marketing team much like the successful SIP campaign that was developed in house. The campaign will be using social media extensively and has been kick started on Facebook and Youtube.The digital campaign will also be complemented by an on ground activation that will attempt to educate prospective investors on the benefits of investing in a Mutual Fund E.L.S.S.


Speaking about the campaign, Salil Vaidya, Director and CMO, DHFL Pramerica Asset Managers added, “We uncovered a wonderful opportunity wherein a strong consumer insight was not being exploited by the industry and our competitors. Young investors are particularly wary of being locked into any commitment for long 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. We saw a clear opportunity of differentiating ourselves from other tax planning options and from other mutual fund brands. Our creative idea evolved from this thinking as we positioned our product using an unexploited category benefit.”


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