karthi-marshan
Pathos, Ethos, Logos in Kotak Bank’s communication

Karthi Marshan, Marketing Head, Kotak Mahindra Group decodes how Kotak Bank has used Aristotle’s philosophy while crafting its marketing strategy

Priyanka Nair Mar 7, 2013 8:03 PM

Marketing stalwarts to reveal building connect through entertainment

The Pitch CMO Summit will focus on the associations and usage of entertainment platforms in movies, TV, radio, sports, gaming, lifestyle & fashion

exchange4media Staff Mar 6, 2013 7:11 PM

‘Social media takes away control from the marketer’

Social networking is a key driver of PC and mobile activity, cannibalising many other activities, feel marketers, as they warn “adapt or die”

Neha Goel Feb 24, 2012 7:40 AM

‘Authenticity is an attribute that is becoming more critical for brands in all spaces’

“In the financial services category, trustworthiness is the price of entry. Expertise, knowledge and service are key augmented attributes people seek. Trust came to us naturally by dint of the actions this firm took time and again… Expertise is an attribute people do associate with the Kotak brand,” says Karthi Marshan, Executive Vice President & Head – Group Marketing, Kotak Mahindra Group.

exchange4media Staff Sep 24, 2011 7:58 AM

Kotak Mahindra Bank seeks to teach ‘Money ka matlab’

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 last year. This paid off for them, and hence they chose to further reinforce that position through the current campaign, which gets people from various walks of life to explain ‘Money ka matlab’...

Shubhangi Mehta Sep 7, 2011 2:42 PM