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Will Phone Phone Pe Kotak repeat the success of ‘Kona Kona Kotak’?

Will Phone Phone Pe Kotak repeat the success of ‘Kona Kona Kotak’?

Author | Sarmistha Neogy | Thursday, Dec 10,2015 9:00 AM

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Will Phone Phone Pe Kotak repeat the success of ‘Kona Kona Kotak’?

After the success of the ‘Kona Kona Kotak’ campaign which Kotak Mahindra launched in April this year, post its merger with ING Vyasa, it is back this time with their latest mobile banking campaign titled ‘Phone Phone Pe Kotak’.

The campaign conceptualised by Cartwheel is pegged on three unique features of the bank’s experience of mobile: Instant Money Transfer, Tweet to Buy a Book and Flight Booking. The tone taken in the films are simple and easy to understand. These films try to communicate the message that as time changes, the means of banking evolve, but the emotions are just the same.

Click here to view the ads:

Message Money: 

Tweet to order: 

Flight booking: 

Expert view:

Giving his views on the new campaign, Sanjay Mehta, Joint CEO, Mirum India said, “The commercials have a humane side and that is the reason one can easily identify with the situations shown in the films. The tonality is friendly and not flippant, so it does its job well. For a person who is familiar with the mobile banking system, he will be able to identity with all the three ads, but for the one who is not very intuitive about the system, may wonder what is happening in the ‘Tweet to order’ or the ‘flight booking’ ads. However, overall the campaigns are good and I have liked it.”

Chaaya Baradhwaaj, Founder, MD, BC Web Wise elaborated, “The campaign itself is a smart follow-up to Kona Kona Kotak . From pre-paid mobile recharge, to home-made food, people are gradually adopting purchase through mobile. The series reflects this phenomenon, keeping Indian relationship based insights at its core. The Flight Booking one especially succeeds in showcasing this insight by featuring a successful daughter and self-dependent parents. The commercial for Message Money manages to simplify mobile money transfers, weaving in the ritual of giving ‘Shagun’ in a beautiful way. Overall, the campaign does manage to send the message across, keeping core Indian relationships at heart.”

Creative strategy:

The multi-media campaign built around the slogan ‘Phone Phone Mein Kotak’ is running across TV, outdoor and digital. It throws lights on how Kotak’s mobile banking which comprises of app and hashtag features has transformed the way people lead their lives in large urban cities or in smaller towns.

Commenting on the new campaign, D Ramakrishna, agency head, Cartwheel, said, “Phone Phone Mein Kotak is the second sequel to the highly recalled and successful ‘Kona Kona Kotak campaign’. This campaign highlights the far reaching impact that mobile banking has had on the day to day lives of Indians, be it in Chennai or Chittorgarh.”

The company’s previous brand campaign ‘Kona Kona Kotak’ was to welcome the ING customers to the Kotak family and inform them about the merger. Interim signage were created on all the ING Banks, with the message ‘ING Vyasa is now Kotak Mahindra’ to tell people that this is a different kind of Kotak on transition period. The intension was to give customers a smooth ride and not to give the ING customers a rude shock.

Click here to view the ad: 

Brand strategy:

Talking about the brand insight, Karthi Marshan, Sr. EVP & Head – Group Marketing, Kotak Mahindra Bank said, “Banking has truly evolved from traditional branch visits to anytime, anywhere banking on several screens, mobile being the most popular and widely accessed. The adoption rate of our mobile banking app is among the highest in the country. As pioneers in digital banking, we offer as many as 77 myriad services through our banking app that includes mobile and DTH recharge, ecommerce transactions, etc.”

 “Phone Phone Mein Kotak campaign highlights some of our key mobile features such as flight booking, money transfer and tweet to order a book. We have seen a significant surge in in-app shopping and payments, and this momentum is likely to continue. Further, with ‘Tweet to Order’ we have integrated conventional banking and social media creating a revolutionary concept called Social Commerce,” he cited.

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