Origin story: Kotak wanted to reintroduce their two investment plans in the market. They wanted to highlight the guaranteed returns and tax benefits that the plan provided.  

Key developments: After 100s of permutation and combination we cracked the name for the plans and thus the title of "Kotak Guaranteed Wealth Builder Plans: Wealth Bhi Badega, Tax Bhi Gatega" saw the light of day.  

Films: We made two films to highlight the dual benefits of the plan. 

First was "In-hand" that focused on the tax returns aspect of the plan. The insight came from a simple observation of how we Indians are mostly fixated on the "in-hand amount" that we will receive after reducing the taxes.

Second was "All-okay" here we focused on the relatable aspect of investing in the market with little knowledge on the subject matter.