Fulcro launches Women's Day campaign for Kotak Prime

The campaign titled #KotakPrimeWithDrive helps put the spotlight on Kotak's two-wheeler low-interest loan

e4m by exchange4media Staff
Updated: Mar 11, 2020 6:07 PM
Kotak Prime Womens Day Ad

Digital agency Fulcro has launched a new campaign for Kotak Prime on the sidelines of Women’s Day. The campaign titled ‘#KotakPrimeWithDrive’ helps Kotak put their two-wheeler low-interest loan on the map.

The insight of the campaign was that while a two-wheeler is just an inanimate object when a woman with a mission and strong intent uses it, the two-wheeler finds its true meaning. Women have always been on the drive to do something meaningful and prove themselves and a two-wheeler can help assist them in this journey. It is more than a means of transport for her and is an enabler for her. Each story is created to inspire the relation that a lady shares with her vehicle and how it enables her to achieve her dreams. The narrative format also has been played with by starting with a juxtapose statement and then completing the line with the woman’s action of riding away.

Talking about this campaign, Sabyasachi Mitter, Founder, Fulcro, said, “When the audience you want to talk to is glued to their smartphones, how do you grab their attention and effectively convey a story? That is how we as an agency came up with a new approach called ‘Thumbstoppers’ which takes storytelling to a different level. Thumbstoppers uses 90% of the landscape of your smartphone in a vertical format. The whole idea was to come up with an innovation which would be catchy, appeal to the masses, and tell a story in the simplest way in just 10 seconds.” 

Ad 1: ‘Athlete’

For a sportsperson, practice sessions may run long. With her own two-wheeler, a boxer doesn’t have to depend on anyone to attend her practice sessions.

Ad 2: ‘Tiffin’

A middle-aged woman with dreams of making her tiffin business big wherein her two-wheeler makes it possible for her to reach out to her customers.

Ad 3: ‘Love’  A lover who is afraid to stand by her choice as she rides to make sure that the others too get the freedom of choice as she does.

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