Kotak Mahindra Bank is building on the proposition of ‘Think Investment Think Kotak’ advertisement that it launched about a year ago. The earlier advertising campaign did a great job of communicating the bank’s new positioning, when it said it was not competing in the banking space and that its USP lay in its investment advisory service.
Thus, strategically this campaign also reinforces Kotak’s platform of ‘Think Investments. Think Kotak’. The new film builds on the message ‘Until money grows on trees’, which was presented last year. The new ad is aimed at taking the entire thought process forward of what will happen if money grew on trees. Thus, even though the proposition remains the same, there is a rejuvenation and injection of fresh and emotional thinking in the new ad.
Elaborating on the creative brief, Shashi Arora, Senior Vice-President, Marketing, Kotak Mahindra Bank, said, “We didn’t want to deviate from the existing creative thought and hence, briefed our agency O&M to work on taking the thought process forward. While the earlier ad was very rational, the new advertisement attempts to weave in instances to bring the brand closer to the customer’s heart.”
This time round, the protagonist thinks that if money grew on trees, he would have more time on hand, quality time he can spend with his loved ones. This is the single most emotional benefit, which the bank aims to offer.
“While the emphasis in the earlier film was on fulfilment of the more basic desires in people’s lives, this one talks a bit more about the emotional ones, such as being able to spend time with your loved ones. There are some very charming and insightful moments in this film, which I think people will identify with. It is straight out of our lives,” explained, Abhijit Avasthi, Group Creative Director, O&M, Mumbai.
The film has been made by Prakash Varma of Nirvana Films, while the script has been written by Manoj Shetty and Siddharta Dutta, both of whom are Associate Creative Directors at O&M. The film has been shot on the outskirts of Bangalore.
Without divulging details on the ad budget and or on growth targets, Arora candidly said, “From the time we began, we have spent Rs 50 crore on advertisement, which also includes production cost. We are in a growth phase and a growth rate of 10-15 per cent is something which is very much achievable, especially in financial markets.”
The new ad will go on air on January 15 and will be largely focused on television to begin with. Kotak Mahindra Bank aims to continue to play this ad for about a year and thus expedite the recall in an exponential sense.
The bank also has plans to set up an office in Singapore, which means it aspires to become a global player in times to come.