Campaign India Team
Feb 06, 2014

Kotak Mahindra Bank targets consumers ‘stuck at four per cent’, again

Watch the ad films conceptualised by Cartwheel Creative Consultancy

wide player in 16:9 format. Used on article page for Campaign.
Kotak Mahindra Bank has released a campaign refreshing the brand’s proposition of six per cent interest offered to savings account holders. The campaign comprises of three TVCs that have been conceptualised by Cartwheel Creative Consultancy.
 
A film titled ‘lift’ opens with a man in an elevator which is going up. As the voice in the lift announces the floors the lift crosses, the man is shown making a payment on his phone using his credit card. As the lift reaches the fourth floor, it jerks and gets stuck. The man is visibly upset and presses the buttons for other floors. He says that he cannot afford to be stuck at that time but he is interrupted by a voice that says, “You have been stuck at four for a very long time.” Shocked at the voice’s statement, he meekly asks, “What do you mean?” The voice lets out a giggle, and finally, the lift door opens. Scared, the man slowly gets out of the lift to save himself. The voice over then explains, “Everybody knows that six per cent is more than four per cent- Kotak Mahindra Bank.”      
 
 
 

Another film features a young woman driver using the GPS in her car for directions. The voice guides her to her destination (bank). Once there, it announces that she has reached her bank. Then almost immediately, it asks her to shift her bank to one that gives her six percent on her savings account. Shocked, she leaves the car with her belongings and the voice over offers an explanation.
 
 

D Ramakrishna, creative lead, Cartwheel Creative Consultancy, said, “Six per cent has been a long running proposition of Kotak. It still continues to work for them and be a differentiator. So the idea was to find a way to refresh the proposition but in a meaningful way so that it does not look like the same communication again.”
 
“Basically, we took on the fact that there are some people who haven’t switched to Kotak that offers six per cent yet and are still with banks offering four per cent, even though all know that Kotak offers six per cent. So we wanted to say, ‘Why haven’t you moved and are still stuck on four per cent?’ We wanted to find a way of making this interesting and engaging,” he added. 
 
Credits
 
Client: Kotak Mahindra Bank
Creative agency: Cartwheel Creative Consultancy
Creative Head: D Ramakrishna
Creative team: Prem Nath, Kiran Waval, Nadeem Contractor
Film: Labony Kaushal
Account Management: Shaun Pereira, Ashish Shah
Chief Strategy Officer: Mehboob Ghai 
Production House: Handloom Picture Company          
Director (films): Ram Subramaniam 
Producer: Ramya Rao

 

Source:
Campaign India

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