Kotak Mahindra Bank has launched a new campaign #IndiaInvited. The campaign features Bollywood superstar Ranveer Singh along with people from all walks of life, across age, gender, profession, religion, physical appearance, including an acid attack survivor, among others.
The campaign is shot at the iconic Chhatrapati Shivaji Maharaj Terminus (earlier known as Victoria Terminus).
The protagonist of the story is ‘the bench at the railway station’ and Ranveer Singh dons the role of the bard (Sutradhar). The story voices similarities between 811 and a bench at a railway station.
Karthi Marshan, CMO, Kotak Mahindra Group said, “In our endeavour to make banking more accessible and widespread, we realised that people from different walks of life tend to get intimidated to walk into a branch for the fear of being judged. The #IndiaInvited campaign builds on this insight, and draws attention to how 811, just like a bench at the railway station, does not discriminate against anyone on the basis of personal or physical characteristics.”
“We wanted someone who embodies the spirit of individuality and success while being comfortable in their own skin to be the face of the campaign. And who better to lead the campaign than Ranveer Singh, an actor who has made a mark with his unique and unconventional style and appearance, someone who has succeeded in Bollywood on his own terms”, added Marshan.
Elizabeth Venkataraman, executive vice president - marketing, Kotak Mahindra Bank said, “Inclusion is not only the right thing to do, it is also necessary for a country as diverse as India. Digital is a great equaliser, especially in banking, providing equal access to everyone.”
The campaign will be amplified across all platforms including TV, print, outdoor, digital and through on-ground engagements across the country.
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Watch the film conceptualised by McCann Worldgroup India