Summary
Our Kotak Merchant One Account campaign successfully transformed the narrative for small retailers across India, empowering them to embrace digitalization with passion and purpose. Through three compelling digital films, we showcased the inspiring journeys of Great Indian Merchants who defied odds, chased their dreams, and achieved remarkable success with the support of Merchant One Account.
Challenge
Objective: To empower merchants and retailers to adopt technology and get a competitive advantage, Kotak Mahindra Bank, launched Merchant One Account, a one-stop solution that caters to the banking and other business-related needs of these customers so that they can easily digitise their daily business processes conveniently through smart automation. The objective was to create awareness and get MSMEs to adopt digital payments via the Kotak MerchantOne account Challenges: One major challenge in executing this campaign was encouraging MSMEs to adopt digital payments over cash. While Digital India transforms businesses, many regional small retailers haven't fully embraced digitization's potential.
Objective
India has more than 7.9 million micro, small and medium enterprises as of March 2022. These MSMEs are rapidly adopting digital payments over cash, with 72% of payments done digitally as compared to 28% cash transactions. While Digital India is changing how businesses benefit, behave, and grow, regional small retailers are yet to fully capitalise on the disruptive power of digitisation and make the most of its advantages.
Strategy
The campaign was driven by 3 digital films, catering to different segments with unique business needs and 1 solution – The Merchant One Account! With every featured story catering to different segments of retailers and highlighting their varied requirements, the campaign resonated with the Great Indian Merchants and performed exceedingly well in all regional markets. The core idea was to depict that vehement discouragement of naysayers is common whenever one embarks upon a new journey. However, if one is passionate and believes in their dreams then they can turn those dreams into reality. Just like the protagonists of our campaign films who with their ‘never give up' attitude and sheer determination were able to take their business to the next level. The campaign was executed through 3 digital films. Each film portrayed an inspiring story of a Great Indian Merchant, across 3 different settings - Kirana Store being elevated to a Supermarket, Dosa Centre getting transformed into a multi-cuisine restaurant and an entrepreneurial dream of opening a Pharmacy Store coming true. The films depict how the protagonists are driven by their passion and self- belief, and backed by the Merchant One Account to successfully chase their dreams and meet success.
Data
Asset file: https://www.youtube.com/watch?v=ER-E05Xb-dQ https://www.youtube.com/watch?v=zpEcpUyGNys https://www.youtube.com/watch?v=vmFAlA4QxYg
Solution
Results
Social channels and platforms applauded the inspirational journey of the merchants who went from "Nahi Chalega" to "Chala Nahin, Dauda" and turned their dreams into reality. Total views across platforms were 10,154,263 (10 Mn+) v/s estimated views 3,389,430 (3.3Mn+). The campaign also performed very well from an engagement standpoint. Cost per View of the campaign was much lower than the standard benchmarks, thus showcasing that the content was well received by the customers - Rs. 0.08 on FB, Rs. 0.78 on Instagram, Rs. 0.15 on YouTube. The website traffic also witnessed a very strong surge with ~2x the number of average daily visits during the campaign period as compared to the average daily visits no. for the rest of the non-campaign period.
