Kotak Mahindra Bank has recently launched a campaign on a fresh execution of the bank ’s 6 per cent savings account. A cricket-based theme highlighting a comparison between 6 and 4. There are many situations in cricket where a 4 is just not enough, and at those times, what you need is a 6.
The creative agency for this campaign is Cartwheel.
Elizabeth Venkataraman, EVP – Marketing, Kotak Mahindra Bank said, “Our campaign once again puts the spotlight on the humble savings account. In an environment where interest rates are headed southwards for borrowers, very little or no thought is being spared for depositors. The savings account is actually a powerful tool for financial planning, and depositors often fail to realise how much more they could earn on their deposits with a higher interest rate. In this scenario, we have taken a strong decision to continue with our 6% proposition. We want everyone to earn more with 6%, and not be content with 4% interest. And what better association than cricket to spell out that 6 is greater than 4.”
The print campaign will last 6 weeks, and includes weekly insertions in the sports sections of English dailies and regionals. We are also sponsoring a syndicated column by Harsha Bhogle, which will appear in newspapers thrice a week.
Radio spots involve a mock-up of cricket commentary in English and popular Indian languages – Hindi, Marathi, Tamil, Kannada, Telugu, Bengali, Gujarati and Malayalam. Each clip has a mix of commentary in different languages, describing different situations in which a 6 is hit. A voiceover will talk about the fact that ‘When you need a 6, 4 is never enough’. The spot will end with our ‘Why take 4, 6 is more’ message.