Post ING Vysya's merger with Kotak Mahindra Bank, the 'Kona Kona Kotak' rebranding campaign was executed across radio, TV, outdoor and social media. Karthi Marshan, Senior EVP & Head - Group Marketing, Kotak Mahindra Bank, talks about the strategy behind the transition
Technology follows consumption and consumption follows technology, it is a cycle and unless the cycle changes you will continue to lag behind the rest of the world. It is also important that you can monetize your digital properties. I think this is the best time to be a news entrepreneur. I don’t think India has seen the next big digital entrepreneur. We have not seen the next Prannoy Roy, Raghav Bahl or Ronnie Screwvala in the Indian digital space. There are plenty of people who might get there but have not done so yet.