India   |  2019

Myway Wealth - Mr Raizada

Entrant Company

Red Baton

Category

Commercials / Marketing / Promotional

Client's Name

Myway Wealth

Sub-Category

Financial Services (Non-Bank)

The objective was to introduce the concept of NPS investment on Myway App as an option for additional Tax Saving Strategic Thought: The campaign launch was timed exactly alongside peak tax-saving season of January-March. Data suggested that most users had already covered all the basic tax saving options. So the team decided to promote a relatively lesser used tax saving method and attract more users by having a unique value proposition The Creative Idea: The concept was simple. Extra tax-saving= getting "a little more" = "Thoda Aur Zyada" ( in Hindi language ) Mr Raizada, through a light-hearted quirky jingle, is established as one who is never satisfied as he is always looking for that little "extra" His quest finally ends when he gets that "extra" on our app Target Audience: The idea was to target the ones who are still looking for ways to save additional tax but have exhausted the regular methods. Targeting the tech-savvy, working population of 24-40yo urban crowd, the team went with an approach which was different from regular investment/tax-saving communication tonalities Results: The video generated a lot of relevant conversations across platforms with viewers getting aware of NPS, asking for more information and downloading the app to try it out. 1mn+ views and more than 110 engagements ( likes and comments ) on youtube


Credits

Writer and Creative Director
Vijit Agrawal
Writer and Creative Director
Arun Gopidas
Director
Vedd V Rawtaani
Executive Producer
Prasun Jindal
2019
United States
triumph
winner

Entrant Company

Vanishing Point Entertainment

Sub Category

Cultural

2019
Germany
triumph
winner

Entrant Company

MWIMMERDESIGN

Sub Category

Construction

2019
China
triumph
winner
LONGINES

Entrant Company

BEAMY

Sub Category

Celebrities

2019
Canada
triumph
winner

Entrant Company

MDS Media

Sub Category

Media