MAM
Axis mutual funds does a scientific experiment for ELSS
MUMBAI: In an era of dime a dozen social experiments which do the rounds on social media, The Womb, as part of an investor education initiative for Axis Mutual Funds 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 4 January.
Axis Mutual Fund vice president of marketing communication and digital marketing Rohan Padhye says, “January to March period are 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.”
On how did he get to the idea of a scientific experiment ,The Womb creative partner Suyash Khabya says, “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 founding partner Kawal Shoor mentions, “There are 2 audiences for this campaign. The first is the traditional ELSS target – the corporate salaried individual. For her, during the tax season ELSS is one of the options to invest in order to save tax. So we had to make ELSS top-of-mind. The second is the young trader/shopkeeper/service professional who, due to GST , etc., has just come into the tax bracket. The pinch of paying high taxes from the ‘khoon-paseene ki kamaai’ for them is very real. We had to, through our work, tackle that sentiment too. Hence the ‘science experiment’ on an emotional issue.”
Brands
Hiili names Sanjay Hemady as country manager India
Media veteran to drive digital decarbonisation push
MUMBAI: Climate tech firm Hiili has announced its entry into India, appointing industry veteran Sanjay Hemady as India country manager to steer its growth in one of the world’s fastest-expanding digital markets.
Hemady, a familiar name across India’s media and consulting circles, will lead Hiili’s India operations from Mumbai. His mandate is clear: help Indian companies measure, manage and reduce the carbon emissions generated by their digital services.
Hiili offers a scientifically validated platform, certified by the UC3M-Santander Big Data Institute, that enables businesses to improve the efficiency of their digital infrastructure while cutting emissions. As organisations race to meet ESG targets, the company positions itself as a practical bridge between climate pledges and measurable action.
“I’m happy to share that I’m starting a new position as country manager, India at Hiili,” Hemady said in a LinkedIn post, adding that the company aims to move beyond broad sustainability promises towards precise, science-based decarbonisation.
Hemady brings more than three decades of experience spanning print, television, radio and digital media. He has previously served as chief executive officer at HIT 95 FM, assistant general manager at CNBC TV18, and held leadership roles at MTV India and The Indian Express, among others. Most recently, he worked as an independent business consultant advising firms across media and technology.
With India’s digital economy expanding at pace, the environmental cost of data, streaming and online services is climbing quietly in the background. Hiili’s bet is that carbon efficiency will soon sit alongside cost efficiency in boardroom conversations.
For Hemady, the move marks a shift from selling airtime and ad inventory to championing climate accountability. If successful, Hiili’s India play could make digital growth not just faster, but cleaner too.
