Kotak Securities has launched a campaign on the theme ‘Agar magar se aage badho’ to address the various queries a consumer may have about stock market trading. The integrated campaign has been conceptualised by What’s Your Problem.
The film (above), featuring television personality Shruti Sheth, senses the viewer’s urge to skip an ad on YouTube but attempts to engage the viewer in a series of ‘ifs’ and ‘buts’ which distract from skipping the ad. The ad draws the analogy that similar ‘ifs’ and ‘buts’ stop a person from stock trading. The film then advises them to let Kotak Securities help the consumer with the tagline, “Agar magar se aage badho” (Go beyond the ifs and buts).
The campaign has an extension of forty other films, of which 11 can be viewed in the link above. Each of the films talks about a separate ‘if’ or ‘but’ that affects a consumer.
Khushnum Ichhaporia, vice president, marketing, Kotak Mahindra, said, “Our brief to the agency was to come up with a universal insight that would cut across all types of investors and tackle all the barriers they face. The campaign thought ‘Agar magar se aage badho’ does just that. It’s a human truth – we’re always hiding behind our agar magars, ifs and buts and using them as excuses. This applies to the stock market as well – we realised that the consumers had numerous ‘Agar magars’ and that there was an opportunity for Kotak Securities to be the brand that helps them overcome these doubts. We did extensive research to select all the agar-magars that a potential trader feels, and then created a campaign that answers each of them.”
Kamlesh Rao, CEO, Kotak Securities, added, “ We’ve been adjudged 'India’s Best Broker' and who better placed than the leader in the category to help investor overcome any barriers that are stopping him/her from trading. ‘Agar magar se aage badho’ is not just a communication campaign, it’s a mission. So we don’t just say it or use it as a campaign line, but we actually enable the consumer to move ahead of their ifs and buts/ agars and magars by providing knowledge support along with the best possible tools and infrastructure.”
Client: Kotak Securities Creative agency: What's Your Problem