MxMIndia

Tag: Rohan Padhye

  • The experiment captured on video has been released digitally on January 4

    The Womb conducts a scientific experiment for Axis Mutual Fund

    By A Correspondent

     

    As part of an Investor education initiative for Axis Mutual Funds, The Womb conducted a scientific experiment to prove how ELSS, unlike other tax saving options, is not just helpful in saving tax but a great way to way to create wealth. The experiment captured on video has been released digitally on January 4.

     

    Commenting on the communication, Rohan Padhye, Vice President – Marketing Communication & Digital Marketing said: “The January to March period is typically the tax season during which everyone hankers around to save tax. We felt it’s important to educate consumers that they should not just think about saving tax, but invest for wealth creation too, through ELSS. ELSS has become all the more relevant today given the low-interest rates offered by traditional tax savings options. The endeavour was to inform consumers about this functional aspect in a simple and entertaining way. I have to say, we at Axis MF were pleasantly surprised when we first heard the idea of a Science Experiment. We thought we were hearing it wrong but it is the bizarreness that made us confident about the campaign.”

     

    Added Suyash Khabya, Creative Partner, The Womb: “The root for the idea came from the medium itself. It was not a TVC; it was a digital media campaign, so we had to think accordingly. Social media is stuffed with boring, staged and uninspiring social experiments. In fact, it’s become a format and the novelty has waned. So we just took a spin on it.”

     

     

  • The Womb will work on Axis MF’s strategic direction as well as on its creative expressions

    The Womb to manage Axis MF creative

    By A Correspondent

     

    Axis Mutual Fund has found The Womb to grow in the fast-growing mutual funds space. The Womb, which bagged some accolades at Campaign India’s awards last evening, will work on Axis MF’s strategic direction as well as on its creative expressions.

     

    Rohan Padhye

    Said Rohan Padhye, Vice President – Marketing Communication & Digital Marketing: “The mutual fund category is witnessing inevitable growth. In the context of changing consumer preferences and market dynamics, we wanted a strategic firm to be associated with us.

     

     

    Navin Talreja

    Said Navin Talreja, Co-Founder, The Womb: “I have done CMO duties at a bank before, and this gets me back into the business of money. So I am excited. We have to, as a team, up Axis MF’s mindshare and business in the extremely competitive mutual funds category. The brand teams at Axis MF, and the agency team are raring to go. Our mandate is deep and wide – to define the Axis MF brand’s core within the ambit of the overall Axis brand, create its own unique positioning, as well as integrate communications across the wide set of stake-holders they address.”

     

    Kawal Shoor

    Commenting on the win, Kawal Shoor, Co-founder, The Womb said: “Clearly, as returns from other traditional asset classes like real estate, gold and fixed deposits climb down to realistic levels, mutual funds will inevitably become a strong alternative to invest in. It has already started happening, and the timing of the start of The Womb’s association with Axis MF couldn’t be better. We will aim to garner for Axis MF a disproportionate share of investible assets from the progressive Indian families, by garnering a disproportionate share of attention and relevance for Axis MF thru’ our communications.”