Owning filing season, from billboard to landing page.
Hindi-first creative for billboards, performance ads and landing pages, all built around one promise: file with a real CA.
Tax2Win · Fintech · Tax Filing
- Tax2Win
- Campaign
- OOH
- Performance
The result
- lead volume
- 3.2×
- blended CAC
- −34%
- time to result
- 8 wks
The story
The problem
Tax filing is a category where every competitor sells the same things in the same way. Tax2Win had the technology and the CA network; what it didn't have was a coherent argument that compounded across formats. Each ad fought the last ad.
The thinking
We refused to add to the noise. Instead, the season was structured around one promise (Ab ki baar, real CA ke saath) that a Hindi-speaking household could parse on a billboard, in a 6-second reel, and on a landing page without translation.
Once the promise was set, the channels stopped competing. Outdoor created reach; performance created repetition; landing pages caught the converted. The story compounded with each impression instead of resetting.
The execution
Synchronised campaign system across OOH, Meta + Google performance, and landing page architecture. One creative language, three pacing modes: billboard, reel, hero-LP.
- Campaign platform & promiseThe single idea every format carries, settled before any ad is made, so channels compound instead of competing with each other.
- OOH creative (3 sizes, 8 routes)Outdoor creative designed for a glance at distance. It is cut to the sizes and routes the media plan buys.
- Performance ad system (45 creatives, 6 weeks)A planned set of ad creatives built to be tested against each other, so spend moves towards what works.
- Landing page architecture (5 cohorts)How a page is structured for each audience, so a visitor's next step is obvious from the first screen.
- Hindi-first copy systemCopy written in the audience's own language from the start, not translated afterwards, so it reads the way people speak.
The impact
3.2× lead volume in eight weeks. Blended CAC fell 34%. The spend did not drop; the creative did more of the work.
In the client’s words
First studio we've worked with that talks revenue, not impressions. CAC dropped a third in two months.
How work like this runs
Tax2Win’s published scope was campaign, ooh and performance. This is how our creative & content work is run, from first conversation to handover.
Find the one promise
A single line a customer can repeat, tested across formats before we commit.
Plan the rhythm
A content calendar tied to what the business needs to sell and say.
Ship weekly
A regular cadence of finished work, not a quarterly reveal.
Learn and sharpen
Review what earned attention and action, and fold it back into the next batch.
If you are facing something similar
Before you commission a campaign or content: six things worth settling first, whoever you hire.
Agree what counts as a result
Reach, enquiries, bookings or sales: pick one before launch. The campaign can then be judged fairly afterwards.
Budget for the boring parts
Approvals, resizing, adaptation and delivery take real time. A realistic plan puts them in the schedule.
Choose the formats from the audience, not the brief
Where do these people actually spend attention? It could be a hoarding, a reel or a landing page. Spend there and nowhere else.
Plan the sizes before the creative
Outdoor routes, social crops and print formats shape the layouts. Decide them late and the work gets redone.
Make the proof visible
Regulators and credentials reassure better than adjectives. So do the people and the process. Show them early.
Write plainly about money
Jargon reads as evasion. Short, specific language is itself a trust signal.
What usually goes wrong
Three patterns we meet often in creative & content work, and the quiet cost of each.
Many ideas, no idea
A campaign that tries to say four things says none of them. Settle the single promise before choosing a format.
Shooting before the shot list
Without a written list tied to real uses, a shoot day produces beautiful pictures that fit no layout.
Translating instead of writing
Copy drafted in English and translated afterwards reads like it. Draft in the language the audience speaks.
Where this sits
Social content and ad creative, with campaigns that ship weekly, not quarterly.
- Mission TEETechnical education, made aspirational
- MasterChef RajasthanA regional flagship made cinematic
Categories where trust is the product. Identity systems that earn the second look.
In finance and advisory, trust is the product. People hand over money and personal documents. They decide quickly whether a brand looks careful enough.
Many fintech brands default to the same blue and the same stock imagery. Standing out means being clearer and more credible, not louder.
Our work in FintechQuestions about projects like this.
Something we haven’t covered? Ask us.
What did the Tax2Win project include?
The published scope was campaign, ooh and performance, for Tax2Win (Fintech, Tax Filing). The pieces delivered are listed above, with what each is for.
How do you brief a shoot?
With a written shot list tied to real uses, approved before anyone picks up a camera, so the shoot day holds no surprises.
How is the work measured?
Against a result we agree before launch. It might be reach, enquiries, bookings or sales.
Who owns the photographs, films and files?
You receive the agreed final assets and source files at handover, and the proposal sets out usage so there is no confusion later.
Do you take on more Fintech projects like Tax2Win?
Yes. Tax2Win is one of our published Fintech & Advisory projects, and the Fintech page lists the others along with how we approach the category, so you can judge the fit before you write.
How does a financial brand earn trust visually?
Through restraint and consistency. Use a calm palette and clear typography, and keep the same system on every document and statement. Inconsistency reads as carelessness.
Can a refresh be enough for an advisory firm?
Often. If clients already know and trust the name, a careful refresh can lift perception without losing recognition. The mark, the palette and the documents are what get updated.
Have a brief like this one? Let’s talk about your creative & content.
We reply within four working hours, from a person.
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