IDFC Mutual Fund partners with Bombay Design Centre to create a unique platform for tax-payers

www.saveyourtax.org garners 3.8 lakh hits within the first 4 weeks!

IDFC Mutual Fund has partnered with Bombay Design Centre to create saveyourtax.org, a unique platform designed to raise awareness about tax-saving under section 80C, benefits of ELSS as well as help save tax by sending you weekly reminders or integrating with your calendar.

Launched a few weeks ago, saveyourtax.org has generated quiet a lot of interest and attracted over 3,80,000 netizens already. People seem to be finding the interactive experience useful as the average user is spending over 2.5 mins on the website and, in some cases, over 10 minutes, which is a significant number since users these days leave a website within 15 to 60 seconds and the attention span is falling day by day.

The website takes the user, on an interactive journey, to find out how much tax they can save, how to choose the right tax-saving investment and how to get higher returns, that too tax free. The website furthers the cause by offering a free reminder service to make tax-saving investments on time by way of email or integrating it with your device calendar. Designed to help people save tax, the platform also has free tools that CAs, Financial Advisors or HR managers can use to remind people about tax-saving on time. The campaign targets Indians, across age, gender and demographic, who want to save tax as well as make more out of their tax-saving investment.

There are two problems with tax saving under section 80C – people procrastinate and wait for the last day to make their tax-saving investment. Due to last minute planning, they opt for more traditional or conventional ways of tax-saving like PPF, EPF, FD, NSC, and end up buying policies that they don’t need just to save tax while their money gets locked up for years.

Rishi Kakar, Director – Marketing, IDFC Mutual Fund, says, “The interactive experience is designed to make people realize the potential of ELSS funds to grow your wealth while achieving the tax-saving objective for the year under Sec 80C. The insight that most of us tend to put off investing in a tax-saving investment till the very end prompted us to build a tax reminder functionality into our experience. Financial advisors, too, can benefit from this experience by sending out customized emails to their clients reminding them to plan ahead to save tax.”

Commenting further on the idea, Ankur Rander, Creative Director, Bombay Design Centre, said, “Ironically the mutual fund sector is well regulated in terms of communication. Most of the products or offerings appear to be similar as a result. BombayDC firmly believes in the importance of building effective customer experiences which is the stepping stone to becoming a preferred brand in the eyes of the customer.  This insight spurred us on to develop an aesthetically designed visual and experiential platform to engage users meaningfully, as opposed to the routine film or a static website. We therefore created an interactive experience that is personalised for the user and furthermore supported by micro interactions that allow them to get a good understanding of ELSS. Lessons from the growing popularity of online and mobile games demonstrate the importance of interactive experiences which is a great way to engage users in a one-to-one conversation, a quality which is also evident from the time users are spending on the saveyourtax.org platform”.

Shwetal Mehta, AVP Digital Marketing, IDFC Mutual Fund, adds, “Saveyourtax.org is the next in line immersive consumer experience after our much loved experience dilkeameer.idfcmf.com. We are using technology for better customer engagement and to empower our distributors. We will be launching more such tools in months to come.”

So if you’re a taxpayer and want to save your tax, head over to www.saveyourtax.org . If you’re a financial advisor or CA, use these free tools to send personalised reminders to help your clients save tax.

By Lokesh Shastri