Kotak Mahindra Bank has rolled out a campaign themed ‘Kona Kona Kotak’ (Kotak in every corner) that showcases extended geographic reach, following its merger with ING Vysya Bank.
A corporate film has been conceptualised by Alok Nanda & Company, while an ad film (above) has been conceptualised by Cartwheel.
The ad film features a series of instances from different towns, where characters portray the confluence of traditional India with the new India. A male voice over takes viewers through the visuals unfolding on screen.
A young woman packs her drawing sheets and rides her Royal Enfield, with a young school boy riding pillion. The voice over says that the Lakshmi of Jhansi is riding her victory horse again today. In Udupi, it’s not just dosas that are served these days, but also tacos, explains the narrator. Clad in traditional attire save Mexican hats, the restauranteur and his staff welcome guests below a board that says ‘MEXIC-ANNA’. The film goes on to show how, collaborating with Western counterparts, traditional musicians of Bhatinda are making their music heard across the world today. A lady clad in traditional Kachipuram silk is featured drawing applause after a presentation in front of a large audience. In Tirupati, the film captures new temples of learning that have been created. And in Guntur, the redness of chillis it is famous for is matching beats with the future, says the voice over, as a group of young dancers ‘Spice Boys’ in Western attire take to the streets. All these visuals are interspersed with imagery of Kotak Mahindra Bank being part of the journey. As the film nears its end, the young woman from Jhansi and the boy are seen leaving a branch of Kotak Mahindra Bank at night, with their Royal Enfield parked in the foreground. The voice over surmises: “Desh ka kona kona badal raha hai. Aur hum, garv ke saath is badlaav ka hissa ban rahe hain” (Every corner of the country is changing. And proudly, we are becoming a part of this change). The film ends with Kotak Mahindra Bank’s red logo unfurling over ING Vysya’s on an OOH site, symbolising the transition.
Karthi Marshan, senior EVP and head – group marketing, Kotak Mahindra Bank, said, “The merger means different things to different customer segments. It was important to ensure that the right nuances were captured and shared, in the right tone of voice for each. It was a judgment call at our end to use the most appropriate talent for each audience and craft somewhat discrete messaging for them.”
D Ramakrishna, CEO, Cartwheel, said, “The essence of the campaign is captured in the slogan ‘Ab kona kona Kotak’. Kotak is now there from Bellary to Bathinda, and Alwar to Asansol. But more than the physical presence, it's being a part of the resurgent spirit of these places, that is a matter of great pride. A spirit that is expressed through the resilience, ambition, creativity, and enterprise of its people.”
Alok Nanda, CEO, Alok Nanda & Co., added, “Kotak’s momentous merger was inspired by the great energy and optimism in Indian business today. It felt right to draw this connection strongly in our campaign.”
The campaign will straddle TV, print, outdoor, radio and digital.
Client: Kotak Mahindra Bank
Creative agency (ad film): Cartwheel
Creative team: D Ramakrishna, Nadeem Contractor, Prem Nath, Kiran Waval, Sourabh Pathak, , Aniket Mangrulkar, Varsha Kharidaha, Sajan Mahamuni, Sagar Chogle, Ajay Dhondi, Venkatesh Porandla, Milind Thakur
Agency planning: Mehboob Ghai
Agency servicing: Shaun Pereira, Ashish Shah
Agency producer: Labony Kaushal
DoP: Sejal Shah
Production house: Keroscene Films
Producer: Harish Nambiar
Director (Film): Rajesh Saathi
Music director: Rupert Fernandes