Kotak Mahindra Bank has launched a campaign showcasing services available to consumers through its mobile app and hashtag banking. The campaign retains the ‘Kona Kona Kotak’ theme introduced post its merger with ING Vysya Bank, building on it with the slogan ‘Phone Phone Mein Kotak’.
There are three films in the integrated campaign.
One of them (top) promotes the ease of booking flight tickets using the app. In this TVC, a young professional in Gurgaon books tickets for her parents, who are in Guwahati, through her mobile. She texts them saying their tickets to Goa are booked and asks them to enjoy the beach. Her mother responds that she too is joining them, having booked her daughter to fly from Gurgaon to Goa. The ease and speed of booking flight tickets using the Kotak Mahindra Bank mobile app is demonstrated, before the brand sign off.
The film above demonstrates the ease of sending money instantly via the app. A lady sends a message congratulating her father and brother living in different towns, on becoming a grandfather and uncle respectively. They instantly gift the young one money via the app.
Another film, to show the option of tweeting to buy books, features two couples – a young one in Mumbai and an older couple in Mohali. The husbands are narrating a story from the same book to their wives. What starts off as a scary ghost story, turns out to be a joke on the ladies. The hashtag shopping feature is then introduced.
Karthi Marshan, senior EVP and head – group marketing, Kotak Mahindra Bank, said, “Phone Phone Mein Kotak campaign highlights some of our key mobile features such as flight booking, money transfer and tweet to order a book. We have seen a significant surge in in-app shopping and payments, and this momentum is likely to continue. Further, with ‘Tweet to Order’ we have integrated conventional banking and social media creating a revolutionary concept called Social Commerce.”
D Ramakrishna, agency head, Cartwheel, said, “Phone Phone Mein Kotak is the second sequel to the highly recalled and successful Kona Kona Kotak campaign. This campaign highlights the far reaching impact that mobile banking has had on the day to day lives of Indians, be it in Chennai or Chittorgarh.”