BusinessPress Release

L&T Mutual Fund Launches Digital Campaign ‘Late Lateef 2021’

L&T Mutual Fund has created a page for ELSS, which includes details about the campaign video, benefits of investing in the ELSS funds, etc., for guiding investors to choose the right option


L&T Mutual Fund, one of India’s top asset managers with a total AUM of Rs. 70,191 crore (as of Nov 30, 2020), has launched an integrated digital campaign called ‘Late Lateef 2021‘ to reiterate the importance of investing early in the Equity Linked Saving Scheme (ELSS) tax saving. The campaign’s essential theme is to educate the masses on avoiding procrastination in everyday life and the snowball effects of delaying important tasks.


Late Lateef Banner


Through the ‘Late Lateef 2021‘ digital campaign, the fund house plans to reach out to a larger pool of users, including millennials, interested in ELSS as an instrument to save taxes and create awareness about the tax-saving tool. Millennials, who formed about 47% of new mutual fund investors in FY19 as per the latest data provided by Computer Age Management Services Limited (‘CAMS‘), could use ELSS as an investment vehicle to kick-start their wealth-creation journey early in life.


Mr. Late Lateef


YouTube Link:


L&T Mutual Fund has created a page for ELSS, which includes details about the campaign video, benefits of investing in the ELSS funds, etc., for guiding investors to choose the right option. The fund house also plans to introduce a goal calculator to help investors decide about the investment amount. The fund house runs this campaign on social media, including YouTube, Facebook, Twitter, and LinkedIn. The catchy audio rap is being promoted on audio apps like Spotify and Gaana.


The campaign will also be promoted with Digital Ads viz Display Ads, Google Ads, and push notifications on business and financial portals for creating higher awareness.


ELSS is a scheme that offers tax benefits under Section 80C of the Income Tax Act, and it inculcates the habit of disciplined investing, which is necessary for potential long-term wealth creation. Tax planning is usually one of the most procrastinated decisions that are taken last minute and in haste. At the end of the year, people realize that they need to invest in financial instruments that will help them save tax and, in this haste, they do not spend adequate time evaluating optimal tax saving solutions. This film addresses this issue of procrastination and advises that ELSS is a tax saving option and a medium to create potential wealth.


About the Campaign Video

A quirky, new aged 30 seconds rap-based montage film, Late Lateef, uses everyday scenarios to connect with the audience. The film revolves around Mr. Late Lateef, who procrastinates important tasks like school admission for his daughter or birthday wishes for his wife until the last minute, which puts him in a difficult position. The film, with four different scenarios, is made humorous by expressions of the characters and music. However, the film advises Mr. Late Lateef not to be late for tax saving and aim to create wealth through investments in ELSS.


About L&T Investment Management Ltd.

L&T Investment Management Limited is a subsidiary of L&T Finance Holdings Limited and was incorporated on April 25, 1996. With over Rs. 70,191 Cr (Net Assets Under Management) as of November 30, 2020, we aim to become the best value provider of investment solutions across asset classes.


Our commitment to catering to different customers and a strong focus on creating value have resulted in a basket of 38 funds, which comprises 12 open-ended equity schemes, 12 open-ended debt/fixed income schemes, 5 hybrid schemes, and 9 close-ended schemes.


We believe the key to building wealth is a solid foundation, and therefore, when you invest with L&T Mutual Fund, you invest in happiness for the long term.



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