Home >> Marketing >> Article

Pathos, Ethos, Logos in Kotak Bank’s communication

07-March-2013
Font Size   16
Pathos, Ethos, Logos in Kotak Bank’s communication

Karthi Marshan, Marketing Head, Kotak Mahindra Group believes that the art of persuading audiences means using the three basic appeals that Aristotle first described: ethos, pathos, and logos. He considers Aristotle’s model effective even today.

Marshan is of the opinion that there is an abundance of brand information in front of audiences today and all thanks to entertainment that this information is reaching out to the target audience in an interesting package.

“Today entertainment owns us – right from films to the ever evolving digital media,” he said.

Marshan decodes how Kotak Bank, over the recent times, has kept in mind the ethos, pathos, and logos while crafting its communication.

An ethical appeal by definition, and in the advertising context, means convincing the target audiences. In the case of Kotak Bank, Marshan points out, that it tries to leverage what consumers have to say about them in its communications. For instance, in a category where age and trust are linearly co-related, Kotak Mahindra Bank chose to convey a statement of youthfulness for their ‘25 years’ campaign in 2011. Kotak Mahindra Bank, on this occasion, unveiled a high-impact campaign that featured a series of 10-second television commercials and print campaigns. The idea of 10-second commercials came from the one-second commercials by Miller High Life during the Super Bowl. Since India does not have media spots for such one-second innovations, Kotak Mahindra picked up the ten-second spots instead.

Though this campaign, Kotak wanted to discuss not just what money can do for their costumers in a practical sense, viz provide security and growth, but also what money does to them, viz self esteem, freedom, choices, etc.

Pathos in advertising means persuading by betting on consumer’s emotions. Kotak too, like many other Indian brands, believes that the art of music and storytelling has emerged as a strong marketing tool because consumers use these forms in their daily life.

Logos or logical percussion as it is known in advertising, means persuading by the use of reasoning. That was the time when Kotak Bank brought in Subbu as a character in its communications. Subbu is a voice of the brand and not a brand endorser that helped consumers decode their worries. Subbu was created at the time when the Reserve Bank of India de-regulated interest rates on savings accounts. Subbu, using various media platforms, spread the word on various products that the bank launches from time to time.

Kotak Bank, one of youngest in the category, is using traditional principles of communication and modernising it with consumer demands. It will be interesting to see how the brand will continue to inform, persuade and entertain its customers and potential customers.

Karthi Marshan was speaking on the topic ‘Money Needn’t Be Complicated: Simplifying Banking Through Entertainment’ at the Mumbai leg of Pitch CMO Summit 2013, held on March 6, 2013. The session was chaired by Subhash Kamath, Managing Partner, BBH India.

The Summit was presented by Colors and partnered by MEC India.

Emery says everything that Unilever CMO Keith Weed says has a touch of genius. He also talks about his expectations from Cannes, WPP without Sir Martin Sorrell and his love for Mindshare India.

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

right
left
EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI

Lizol continued to reign the top spot in BARC’s Top 10 Brands for Week 23 (June 2-8, 2018)

Mazhavil Manorama which was at the fourth position in Week 22 climbed two positions up, bagging the second spot in Malayalam GEC category. Zee Telugu came in the first spot outdoing Star Maa in week 2...

Guest Column: Co-founder & Strategy Director at Reptile FX dissects the endless possibilities of how an explainer video can meet various communication objectives