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.”
MAM
Nandita Sinha to step down as Myntra CEO
Flipkart Group veteran’s exit triggers succession process at fashion e-commerce platform.
MUMBAI: When the fashion runway calls for a new lead, even long-serving captains eventually make way for the next season. Nandita Sinha is preparing to step down as chief executive of Myntra, according to a Moneycontrol report. Sinha, who has been with the Flipkart group since 2013, is expected to leave the company in the coming weeks. Her departure comes as the Walmart-owned e-commerce giant begins the process of identifying a successor.
The company has already started internal deliberations to finalise a replacement, with a decision likely in the near term. Sharon Pais, currently head of Flipkart Fashion and formerly chief business officer at Myntra, is widely seen as a strong contender for the role, sources told the publication.
Sinha’s next professional move remains unclear.
Before taking charge at Myntra, Sinha served as Vice President of Customer Growth, Media and Engagement at Flipkart. In that role, she led customer acquisition and growth initiatives, focusing on expanding the transacting customer base and driving consumer retention. She was also instrumental in building the Flipkart brand through a consistent customer value proposition and played a key part in driving the country’s largest shopping festival, The Big Billion Days.
Her exit marks the end of a significant chapter at the Flipkart Group, where she contributed to both core platform growth and Myntra’s fashion-focused strategy.
In the fast-paced world of Indian e-commerce, leadership transitions are as common as flash sales but they often signal the start of a fresh collection. As Myntra hunts for its next CEO, all eyes are on who will take the brand to its next stylish milestone.
