Speaking to Campaign India about the communication, Parvathy Nair, group business director, McCann Erickson said, "We were tasked with developing a brand idea for Kotak Mahindra Bank that would stem from today’s reality of money behaviour inherent in people around us. In addition, the idea needed to be differentiating enough to establish a unique space for the bank."
Watch the TVC here:
A couple is at a restaurant with their daughter, and are waiting for the change after paying the bill. The change that they are due is quite a big amount and the husband leaves the entire amount as a tip. However, his wife rebukes him, takes out one hundred rupee note from the amount and hands over the rest to the waiter. The campaign aims to highlight Kotak Mahindra Bank's positioning, that dealing with them makes managing money simpler, without a drastic change to the lifestyle.
Nair added, "The idea came about after we began probing a bit deeper into our daily habits regarding spending, saving or investing. There’s a prevalent casual behaviour when it comes to our money. But in reality, all it takes is a few simple steps to get your money management back on track. And once you have taken the steps, you don’t need to have a drastic change in your lifestyle. Because you have accounted for it. It’s like planning for your generous behaviour.”
She further added, "We believe that the campaign connects with people at a deeper level since it’s a reflection of their lives on a daily basis. This campaign would ideally evoke a nodding reaction from most of our audience. Banking on that appeal, as well as the brand's heritage in money expertise (investment associations) we believe that Kotak Mahindra Bank would be well differentiated."
Directed by Sabyasachi (Zap) of Gingerwater Films, the creative team behind the campaign includes Prasoon Joshi, Akshay Kapnadak, Niranjan Kaushik and Talha Bin Mohsin.