Top Story

Home >> Marketing >> Article

Kotak Mahindra Bank Partners with Pocket Aces To Create an Impactful Video for International Women’s Day

09-March-2018
Font Size   16
Kotak Mahindra Bank Partners with Pocket Aces To Create an Impactful Video for International Women’s Day

Kotak Mahindra Bank has partnered with leading digital entertainment company Pocket Aces to create original digital-first content. This is one of the first digital content-led partnerships for a mainstream bank.

The campaign goes live on International Women’s Day, and highlights Kotak Mahindra’s women-centric product - the Kotak Silk Savings Account. Via the 4-minute video called Things Women Are Tired Of Hearing on their channel FilterCopy, Pocket Aces beautifully captures the day-to-day stereotypical comments that women hear at home and at the workplace.

The video also focuses on how financial independence is real independence and can empower a woman, and portrays Kotak Silk Savings Account as the enabler. Despite it’s fun and light hearted tone, the video strikes the serious chord to stop gender stereotyping. The account provides women with the best of offers in finance, dining, health and lifestyle; empowering them to do more with various features such as upto 35% discount on locker rentals, Rs. 1.5 lakh debit card limits, good cash back options, etc.

Elizabeth Venkataraman, Head of Marketing for Consumer Business at Kotak Mahindra Bank, shared “We are always evolving our communication strategies and want to ensure that we speak a language that our customers understand. We want to be associated with progressive content that our customers are already watching. This is why when we were looking to spread awareness around the Kotak Silk Savings Account, we partnered with Pocket Aces, who keenly understand the pulse of the audience..”

Aditi Shrivastava, co-founder of Pocket Aces adds, “It has been a wonderful experience working with the Kotak team on this since we are on the exact same page about financial empowerment for women! We truly believe that there does not have to be a trade-off between high quality content and high ROI to brands - both are possible and we have proven this time and again. We have done a lot of women-centric content with brands such as Kingfisher Buzz, Lifestyle, Velvetcase, etc., which has really resonated with the both female and male audiences resulting in high engagement, retention rates, and brand uplift. We are reaching over 40 million unique people on a weekly basis, and will leverage this base to increase awareness for the Kotak Silk Savings Account.”

Chief Content Officer, Eros Group, on Eros Now's first original comedy series, reception to its short form content and code to crack original content strategy

The new Head of Office for FCB Ulka Bengaluru on her vision for the agency, her role in shaping brands over 16 years, and why it is important to have fun in advertising

Strategy Head, Zirca Digital Solutions listed out key aspects of a good content marketing strategy and performance indicators for successful campaign

Richard Ingleton, Group CEO, Kantar Insights, says it is not right to associate market research with just survey

Dhoni will build awareness about digital payments through a campaign that will aim to educate consumers about the convenience and safety of debit cards

Adidas and Hima Das will work together to inspire young athletes to create positive change through the power of sport

The SVOD Bengali OTT player will soon enter UAE and Bangladesh and introduce a new monetisation channel for India