Myway Wealth - Mr Raizada

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