Kotak Mahindra adopts digital first strategy with iProspect India

Kotak Mahindra, the digital bank that is open to all and is designed to financially empower dreamers, has finally launched the sequel, #DreamsInvited, to its 811 #IndiaInvited campaign.

To create mass awareness around #DreamsInvited across all digital platforms, the bank has collaborated with iProspect India, the digital agency driving business performance from the house of Dentsu Aegis Network.

This latest campaign, starring Ranveer Singh and India’s legendary track and field athlete PT Usha, adopts a high-impact digital-only approach.  Handled from iProspect’s Mumbai office, the campaign is focused to build reach with high frequency in six different languages.

To execute this, the agency has taken an OTT-first approach wherein videos in multiple languages – Hindi, Marathi, Tamil, Telugu, Kannada and Bangla – are created and targeted based on geographic specifications.

Videos, ranging from 60 seconders to 10 seconders, are being played on all leading OTT platforms including Hotstar, SonyLIV, Zee5, Voot and SunNxt. YouTube and Facebook are the other additional platforms where the brand has decided to focus on to reach out to its audience.

Commenting on opting for a digital-first strategy, Karthi Marshan, Group CMO, Kotak Mahindra Group said, “Digital video publishers and platforms have been claiming near TV levels of reach for a while now. It was only a matter of time before mainstream media users started looking at digital as a serious alternative to TV. We are not quite there yet, but we are keen to test whether the granularity of data for digital viewership helps us deliver buying efficiencies, geo focus, segmented communications et al. In recent times, the CMOs of P&G, Unilever, Adidas and the like have alerted us to the many issues that plague digital media, and it does give us pause. However, we don’t want to risk throwing the baby out with the bathwater. We are only keen to keep trying different things and learn new lessons, hopefully at low cost to the firm and brand.”

Commenting on the association, Rubeena Singh, CEO, iProspect India said, “Kotak is one of the leading banks in the country and we are proud to work with them on their latest campaign. The brand has been extremely active in the digital space, and we are pleased to partner with them on this innovative approach. iProspect is using its propriety data and technology solutions (created by iProspect Solution Labs) to understand users at a granular level. The insights from there are being used to create a plan to create maximum impact for the latest campaign.”