MUMBAI: Percept/H, the advertising arm of Percept Limited, has launched the latest commercial for SBI MF‘s tax saving fund, ‘Magnum Taxgain scheme‘.

The commercial is being supported with print, radio, outdoor and digital campaigns and will continue till mid March 2010.
 
Says Percept/H CEO Prabhakar Mundkur, "We have tried to promote this scheme in our TVC by showcasing that it is a tool which can be used not only to save tax but also to get the benefit of investment. Investments today, are a serious business and we have attempted to support this with a series of real life situations in order to build a better connect. We had to work on the insight that tax cuts in income have an impact on the lifestyle and sacrifices have to be made."

Adds SBI MF CMO Srinivas Jain, "With certain restrictions, the message sometimes gets difficult to deliver. The message on television is just about the product. It just gives visibility. We do not expect one medium to say it all and hence have to depend on other media to support the campaign." 
 
The commercial showcases a series of situations that harp on the phrase ‘Cut Rahi Hai‘. A couple of friends converse in office about how finances are tight with tax cuts, a housewife works in a kitchen complaining about less shopping and entertainment due to tax cuts, a young boy cribs about lesser pocket money and in a humorous turn to the ad, a man accidentally cuts off his moustache while shaving when his son throws a ball at him. A voiceover follows, explaining how investing in SBI Mutual Fund will save taxes, with the benefit of returns on investment. The ad ends with the person who earlier complained about his finances to his friend saying that life is better now - ‘Life achhi kat rahi hai!‘