Kotak Securities has launched an ad campaign titled ‘StartNow’, to highlight the research-backed knowledge and technology it provides, allowing customers to trade 'confidently'.
The ad film features three men at a newspaper press. Two of them follow the third, a superior. One of duo, picking up a financial daily, tells their boss about profits (PAT) of a certain company being 'solid'. His boss quickly replies that the company’s non-performing assets (NPA) are equally high and asks him to ‘read carefully’. The third man listens on keenly, visibly impressed by the sophisticated conversation. In a car, the colleague looking to his boss for stock advice asks him about a new policy and what effect it would have on infra stocks. The listener is further impressed; and right then, he spots a Kotak Securities hoarding billing the company as ‘India’s Best Broker’ with the call to action ‘StartNow’. A voice over explains that it is for those who always wanted to invest in stocks but never knew where to start, and pitches its advantages. Back on the press floor, when the man seeking advice makes a point on a stock, the listener speaks up ahead of their boss. He explains the reality, which is again contrary to what the inquisitive investor had said - impressing his boss in the process.
Jaimit Doshi, head of marketing, Kotak Securities, commented, “The stock markets always held a fascination for the lay investor. With a StartNow campaign that is integrated across media, we seek to give the impetus to the investors to trade confidently. It is incumbent on the ‘Best Broker in India’ - Kotak Securities - to give them this reassurance.”
The TVC is airing on business and general news channels in eight languages. The OOH campaign will be seen in 15 cities and a cinema leg in 21 cities.
Brand: Kotak Securities
Head of marketing: Jaimit Doshi
Creative agency: Cartwheel Creative Consultancy
Founder and creative director: D Ramki