Summary
Headline: Kotak Everyday Savings Account - #KharchePeBachat Description: Jeevan main chamatkar ho na ho, #KharchePeBachat zaroor hogi! Presenting the all-new Kotak Everyday Savings Account. Make 30 transactions of any value, in a month and enjoy freedom from monthly balance maintenance
Challenge
Objective: Our primary objective was to create awareness about the Kotak Everyday Savings Account" and the "Kotak Salary Solutions Account", highlight their benefits and engage with a broad audience across India, primarily those aged between 25 and 50 To introduce the "Kotak Everyday Savings Account" as a game-changing offering that sets itself apart from traditional savings accounts. Challenges: One of the primary challenges encountered was striking the right balance between promoting the Kotak Savings & Salary accounts' benefits and avoiding a sales-oriented approach. We aimed to communicate the advantages of the "Kotak Everyday Savings Account" and the "Kotak Salary Solutions Account" in a way that resonated with our audience and adopted a storytelling approach that blended information with entertainment. Our videos showcased the product's benefits in a relatable and humorous way, making the content engaging and memorable. Next was to reach out to a wider audience. Recognizing the diversity of our target audience, we chose to communicate our campaign message in various regional languages, including Hindi, Gujarati, and Tamil. Moreover, by featuring renowned actors from these regions, such as Mr. Rajesh Sharma, Mr. Sudesh Berry, Ms. Malvika Sharma, and Mrs. Ketki Dave, we added authenticity to our campaign, strengthening the
Objective
Kotak Mahindra Bank launched ‘Everyday Account' a unique Savings Account designed to ‘Spend Every Day and Save Every Day' in August 2022. With this account, a customer can make 30 transactions of any value in a month and enjoy freedom from monthly balance maintenance or alternatively choose to maintain an Average monthly balance of Rs.20,000/. The account enables customers to enjoy every day offers across everyday essentials. One can indulge over the weekends with exclusive offers on movies and dining. In a nutshell, it is a differentiated account that facilitates savings while spending.
Strategy
We focused on the Kotak Savings & Salary accounts' major benefits while utilizing humor in the videos to capture the audience's attention. Our campaign aimed to highlight the contrast between unrealistic reactions to real-life scenarios and the possibility of savings with these accounts, creating an amusing, relatable, and appealing narrative. Each film was created to cater to a specific audience. One film put in focus the boss employee equation thereby addressing the older working class corporate audiences. The second was about a mother daughter duo targeting a younger audience set. The third one was a father son duo targeting college goes/first time jobbers. To ensure widespread resonance and connection with our target audience, we communicated our campaign message in regional languages such as Hindi, Gujarati, and Tamil. To bring the concept to life, we featured veteran actors like Mr. Rajesh Sharma, Mr. Sudesh Berry, Ms. Malvika Sharma and Mrs. Ketki Dave. We amplified the content on social media by presenting unconventional and unexpected scenarios with a quirky twist, making them highly engaging and relatable to everyday life.
Data
https://www.instagram.com/p/Ci411PaAC9c/ https://www.instagram.com/p/Ci7eeHVAbGM/ https://www.instagram.com/p/CjAvBWsgqZP/ https://www.instagram.com/p/CjFw7f7Do2C/ https://www.instagram.com/p/Co4oimarRGR/ https://www.instagram.com/p/CpAcJ1mSL2H/
Solution
Results
The content became entertaining, relatable, and enticing that led to garnering 102M impressions and 39.6M views across all platforms This also led to a positive impact on business with nearly 4L account opening in a year with more than INR 29,000 maintained as Average Monthly Balance in these accounts
