Summary
Headline: Kotak ActivMoney - #FDWalaSavings Description: Presenting Kotak ActivMoney - an exciting combination that gives you the benefit of a high FD-wala interest in your Savings Account and the flexibility to access your funds anytime, without any penalty!
Challenge
The objective was 2-folds. We aimed to create awareness among our audience about the benefits of ActivMoney, which offers the benefits of both FD and Savings account and also educate users about the concept itself as it is not a straight forward offering. To attract new customers to open a Kotak Savings Account and encourage existing customers to maintain higher balances in their Savings Accounts by opting for the ActivMoney facility.
Objective
The objective was 2-folds. We aimed to create awareness among our audience about the benefits of ActivMoney, which offers the benefits of both FD and Savings account and also educate users about the concept itself as it is not a straight forward offering. To attract new customers to open a Kotak Savings Account and encourage existing customers to maintain higher balances in their Savings Accounts by opting for the ActivMoney facility.
Strategy
Our campaign, powered by the dynamic Ranveer Singh and Keerthy Suresh, showcased the advantages of ActivMoney in a thrilling action film. However, ActivMoney emerged as the perfect solution, offering FD-level interest while allowing immediate fund access without penalties. The campaign introduced the unique concept of #FDWalaSavings, capturing the essence of this innovative banking feature. We implemented a multimedia launch strategy encompassing television, digital, print, outdoor, and social media, ensuring a comprehensive presence across India's key markets. Our proposition, 'FD Wala Savings,' became a trending topic as #1 on Twitter, further highlighting the exceptional response and interest in ActivMoney. To further boost our campaign, we engaged with influential brands, fostering discussions about epic financial combos using the #FDWalaSavings hashtag. We also joined the conversation on Threads, becoming one of the pioneering BFSI brands to engage in such banter. To emphasize the distinctive attributes of Kotak ActivMoney, we initiated an influencer-led campaign, themed #FDWalaSavings. Influencers from diverse backgrounds, including finance experts like Unfinance and Raj Shamani, as well as comic creators like Danish Sait, were strategically chosen. The campaign tapped into the popularity of OTT personality Sima Taparia, generating substantial social media engagement. We also incorporated a regional touch by partnering with Priya Bapat, a Marathi actor, to ensure our message reached diverse audiences. Micro influencers were further leveraged to explain the concept of ActivMoney to audiences through direct point to camera videos
Data
Our content marketing plan was creatively aligned with the target audience, including both male & female aged 35-60 from Pan-India We used a mix of influencer-led campaigns and engaging videos featuring power duo Ranveer Singh, a right fit for the Pan-India appeal and Keerthy Suresh, a right fit for the South market. We also roped in popular Influencers like Danish Sait, Raj Shamani, Sima Taparia, and Unfinance to reach a broad audience, along with regional collaborations with influencers like Priya Bapat. Each influencer was carefully handpicked basis their target audience location and age. This diverse approach ensured that our message reached a broad audience with varying interests and demographics.
Solution
Our #FDWalaSavings campaign not only achieved outstanding results but also set a new standard in content marketing within the financial sector. The film displayed many firsts in its sheer treatment of showing action sequences which hasn't been done in the BFSI space before and the fresh pairing of Ranveer Singh and Keerthy Suresh which was well appreciated by our social audience. Our campaign's objectives were clear and impactful. We aimed to attract new customers to open Kotak Savings Accounts and encourage existing customers to maintain higher balances by opting for ActivMoney. This innovative feature met the financial needs of every customer, enabling them to earn higher returns on investments while retaining the flexibility to access their funds for short-term goals, shopping sprees, or emergencies—all without incurring penalties. We deployed a fresh and engaging approach by featuring the dynamic duo, Ranveer Singh and Keerthy Suresh, in a captivating action film which led to #FDWalaSavings, a one of its kind idea with a campaign hashtag that took center stage, symbolizing the campaign's unique value proposition. We launched this campaign through a multimedia approach, incorporating TV, digital, print, outdoor, and social media platforms, ensuring a pan-India presence in key markets. Our campaign made waves on Twitter, trending as the #1 topic. Popular brands even joined the conversation, adding to the spirit of power "combos," sharing their takes on epic combinations under the #FDWalaSavings hashtag.
Results
The campaign successfully attracted new customers to open Kotak Savings Accounts, using the compelling narrative and the unique selling proposition of ActivMoney. We saw a 13% increase in brand awareness and 21% increase in brand consideration with approx.15L sign-ups for ActivMoney from May 2023 till now. The campaign generated significant engagement on social media platforms. The reach of 83M+ and 35.5M+ views demonstrated the effectiveness of the content in capturing the audience's attention. The engagement of 1M+ further highlighted the level of interaction and interest generated by the campaign. The involvement of diverse influencers from various backgrounds contributed to the campaign's success. The high reach of 16M+ and significant engagement of 7M+ with an engagement rate of 10.9% underscored the effectiveness of the influencer-led approach in promoting the unique selling proposition of #FDWalaSavings. The campaign proposition 'FD Wala Savings' trended as the #1 topic on Twitter, further increasing brand visibility on social media. The campaign's use of multimedia, influencer-led content, and strategic social media engagement led to substantial customer acquisition, increased Savings Account balances, and positive engagement metrics.
