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
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.
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.
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
The #KharchePeBachat; campaign by Kotak Mahindra Bank aimed to differentiate its savings accounts from competitors, drive customer acquisition, and foster customer base growth. Through creative and engaging videos, the campaign highlighted the unique irony of these accounts, allowing for saving while spending.
Solution
The target audience was a pan-India market of proactive digital transaction users who enjoy spending. Challenges included effectively communicating the benefits without sounding preachy, delivering a quick message in 30-second videos, and creating scenarios that appealed to different regions The campaign aligned the message by focusing on product characteristics, utilizing humor, and employing a multi-lingual approach. Strategies involved a digital-first approach, showcasing unexpected reactions to real-life circumstances, and featuring renowned actors in memorable roles. The campaign was implemented on platforms like Instagram, Facebook, Twitter, and LinkedIn. The measurable impact showcased entertaining and relatable content, with 102 million impressions and 39.6 million views across platforms. The campaign successfully sparked conversations about saving while spending and positioned Kotak's accounts as the ultimate savings solution. 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
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
