ELSS or Equity Linked Savings Schemes are a hot product in the JFM quarter. That's because while these mutual fund schemes lock in your investments ; they are able to help you save tax under 80CC of the Income Tax Act.
This functional and generic benefit of the product is what the complete category has focused its marketing pitch on. From fund name to fund communication; the focus has been on growth + tax saving
https://www.youtube.com/watch?v=dGAzFI0HRK4
https://www.youtube.com/watch?v=zAMd5kl1drA
Motilal Oswal AMC attempts to treat ELSS Fund marketing differently.
The fund has a unique philosophy - 'Buy Right. Sit Tight'. While Buying the Right stocks in the fund portfolio is the purview of the AMC, the onus of holding on or 'Sitting Tight' is on the investor. It is a well known fact that in equity investing, having the patience to hold on to your investments is what helps create wealth. However while we all know that 'patience' is a virtue ; human emotions seldom let us practice( and profit from) the power of patience.
The one so called 'negative' of an ELSS fund is the fact that it locks in your investment for atleast 3 years. While this can be seen as a negative, in the context of our fund philosophy it can actually be turned into a positive.
A similar case had been done by Listrine antiseptic many years back . Listrine being an antiseptic had a strong aftertaste. This perceived negative was actually turned around in communication into being seen as a positive i.e a sign of efficacy( remember the 'Taste you hate, twice a day' campaign?).
Similarly, a ELSS fund locks in your investment , the very act of which actually prevents you from cashing out in times of volatility and hence practice patience.
While MOAMC will 'Buy Right'; the intrinsic 'lock in' nature of an ELSS fund makes you sit tight, thus helping you reap the benefits of patience. The tax benefit is just an added extra. In a sense the campaign aims to appropriate the unsaid yet powerful benefit of an ELSS - it helps you Practice what we Preach.
Here's the communication
This functional and generic benefit of the product is what the complete category has focused its marketing pitch on. From fund name to fund communication; the focus has been on growth + tax saving
https://www.youtube.com/watch?v=dGAzFI0HRK4
https://www.youtube.com/watch?v=zAMd5kl1drA
Motilal Oswal AMC attempts to treat ELSS Fund marketing differently.
The fund has a unique philosophy - 'Buy Right. Sit Tight'. While Buying the Right stocks in the fund portfolio is the purview of the AMC, the onus of holding on or 'Sitting Tight' is on the investor. It is a well known fact that in equity investing, having the patience to hold on to your investments is what helps create wealth. However while we all know that 'patience' is a virtue ; human emotions seldom let us practice( and profit from) the power of patience.
The one so called 'negative' of an ELSS fund is the fact that it locks in your investment for atleast 3 years. While this can be seen as a negative, in the context of our fund philosophy it can actually be turned into a positive.
A similar case had been done by Listrine antiseptic many years back . Listrine being an antiseptic had a strong aftertaste. This perceived negative was actually turned around in communication into being seen as a positive i.e a sign of efficacy( remember the 'Taste you hate, twice a day' campaign?).
Similarly, a ELSS fund locks in your investment , the very act of which actually prevents you from cashing out in times of volatility and hence practice patience.
While MOAMC will 'Buy Right'; the intrinsic 'lock in' nature of an ELSS fund makes you sit tight, thus helping you reap the benefits of patience. The tax benefit is just an added extra. In a sense the campaign aims to appropriate the unsaid yet powerful benefit of an ELSS - it helps you Practice what we Preach.
Here's the communication
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