MANISH DODANI
CREATIVE DIRECTOR/ BRAND STRATEGIST
HDFC MUTUAL FUND
Launched the ‘Don’t be like #BachatSingh’ Tax-saving campaign to promote investments in ELSS
Campaign Thought
Created the endearing, yet annoying character of Bachat Singh to tell the tale of the amusing ways in which Indian’s try to pinch pennies to counter tax cuts.
Marketing Funnel
Awareness
Launched a series of don’t be like #BachatSingh Videos and anecdotal posts
Consideration
Used character continuity to highlight dual benefit of Tax Saving and Wealth Creation using ELSS
Action
Created countdown posts to the Tax Filing date to create a sense of urgency
CAMPAIGN VIDEOS
Rolled out the #ComeBackStronger campaign to encourage investor resilience during the economic downturn caused by Covid
Campaign Thought
Leveraging the sentiment of resilience to successfully tide through and overcome the Covid crisis, investors were given the positive message that the come back is always stronger than the set back
Marketing Funnel
Awareness
Thematic Digital video asset was created to tell an inspiring story of resilience and seed the #ComeBackStonger theme
Consideration
Infographic videos and mailers were created to recount strong come backs from historic economic downturns in the past and serve as an RTB
Action
Using D2C channels Investors were advised about the consequence of how impulsive panic reactions could turn temporary notional losses into permanent real losses
CAMPAIGN VIDEO