Campaign India Team
Jan 15, 2010

JWT positions Kotak Securities as undisputable leader in brokerages

Kotak Securities has unveiled its new marketing campaign to reinforce its positioning in the broking space.

JWT positions Kotak Securities as undisputable leader in brokerages

Kotak Securities has unveiled its new marketing campaign to reinforce its positioning in the broking space.

The new campaign titled 'Koi debate?' targets investors in the age group of 25-60 years and attempts at creating the aura of an unchallenged brokerage leader for Kotak Securities. JWT has rolled out a television campaign to drive home the message. Through its campaign, Kotak Securities will induce potential investors to trade in equity markets. The TVC is a montage that shows different kinds of investors facing the camera and giving their own tips for successful trading.

Watch TVC here

Speaking about the campaign, Narayan SA, managing director, Kotak Securities said, "Our new campaign conveys to our investors our research expertise, network (reach) and service standards to provide seamless trading experience and reinforces our leadership. Opinion of expert analysts at Kotak Securities can help investors take informed decision to invest in equities through user friendly platform to trade in stock markets."
B Gopkumar, executive vice president and head of marketing, Kotak Securities added, "The campaign reinforces our brand value and our leadership position. Kotak Securities is one of the oldest and best broking firm and our service has been commended and leadership position has been recognized by both national and international entities through numerous awards such as Asiamoney and Finance Asia. Our message to investors is that if you have to choose the best brokerage to serve you, there is no debate, you come to us."

Abhay Arekar, AVP and senior ceative director, JWT says, "When it comes to investing your hard earned money, everyone has an opinion. And the truth is, everyone is right. There is no right answer or wrong answer, because every method of investing, the belief and the judgement that one uses has its merits and demerits. What works for some may or may not work for another. As everyone has different goals while investing.

"Therefore everything is debatable. If anyone has spent time travelling local trains in Mumbai, hangs around the Stock Exchange or visits the popular trading portals, there are a thousand opinions on what and where and how long to invest," says Arekar. "That sparked off the idea that everything being debatable, one thing which is not, is the fact that when it comes to choosing the best broker, there is absolutely no debate."

Maneesh Phatak, senior creative director, JWT adds, "We had to 'talk' to the community in trader's speak. So we have tried to get the characters, their language and the setting right. There isn't one homogenous mass of people that we were addressing. People from all walks of life (SECs), age groups and parts of the country invest. We had to get their keys points (Most awarded broking house, choice of 9 Indian languages, and large number of trades per hour) to show size and scale. And while we were aware that the technical language may not be understood by many, we knew that the targetted media would help the message reach the right audience effectively."

Besides television, the campaign will use also use OOH, print, cinema, internet and other specially targeted advertising. The pan India outdoor campaign will aim at reaching out to consumers in top eight metros and focus on other core markets like Gujarat, Punjab and the Southern region.


Client: Kotak Securities
Creative agency: JWT
Executive creative director: Tista Sen
AVP and senior creative director: Abhay Arekar
Senior creative directors: Maneesh Phatak, Vishal Mittal, Ashok Lad
Copywriter: Mayuresh Dubhashi
Art director: Vivek Prabhukeluskar
Account planning: Rajesh Mehta
Client servicing: Menaka Menon, Karishma Lamba, Malvi Misra
Audio visual executive: Namrata Vankudre
Senior director - audio visual services: Anupama Ahluwalia
Director: Bipin Nadkarni of Opticus Pictures Co., for Kairos Films
Post-production: Famous Studios
Media agency: Starcom Mediavest Group





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