Long Term Equity Finds i.e ELSS funds are typically marketed as a tax saving instrument. What is not widely known is that the 3 year lock in period of an ELSS actually forces you to stay invested in equity over the long term; thus getting the benefit of equity appreciation as well as compounding.
Motilal Oswal Long Term Equity fund is one such ELSS fund which invests in quality stocks based on our QGLP methodology- 56.89% of large cap, 33.54% of Mid cap, and 9.56% of Small cap stocks.
This fund not only gives you tax saving of Rs 46,800 under US 60/C; the portfolio performance and 3 year holding holding period has also ensured good returns - eg a CAGR return of 19.3% in past 3 years ( Jan 2022. Historical performance here). See product details here
The product hence provides a dual benefit - TAX BACHAO. WEALTH BADHAO.
The communication strategy for this proposition was based on the insight that people typically have different investments for different objectives - PPF/insurance etc for tax saving and mutual funds/ stocks etc for investment appreciation. And with the limited resources at their disposal; they are forced to choose between the two - a tough choice!
Motilal Oswal Long Term Equity fund makes the choice easy by providing both benefits in a single product.
The creative idea uses slice of life situations where people are faced with the dilemma of choice between two equally important things. The product solves this dilemma.
Have a look
Here is some of the initial feedback on the campaign
CAMPAIGN INDIA
https://www.campaignindia.in/video/motilal-oswal-mutual-funds-pegs-itself-as-the-best-choice/475997
BRAND EQUITY
EXCHANGE4MEDIA
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