March Horrors
What if we use the much-loved B-Grade Indian horror movie genre to spread awareness about Tax Saving?
CLIENT
IDFC Mutual Funds
COMPANY
TBWA\India
ROLE
Concept, Copy, Ghost Writer
Problem: The tax season is scary for young Indians because without tax saving investments, the government takes massive chunks of their savings every year.
Insight: Indians LOVE 90s B-Grade horror movies with cringy titles and cringier scenes. These are making a comeback, all too ironically.
Idea: We turn the horrors of not investing in tax season into B-Grade horror movie billboards and deploy them across India in March, when the Tax Season arrives. Each ad will carry one aspect of ‘tax horror’ and will be placed next to movie billboards.
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And the influencers went crazy with it!
Fun Fact
The initial brief for the idea was for social media posts. On hearing the idea, the clients turned it into a full blown outdoor, print and digital campaign.
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"This is completely on brand. Let's make films on it soon!"
Jignesh Dewda
Senior VP, IDFC Mutual Funds