Kotak Mahindra Bank merges with ING Vysya Bank

Concept Note:
With the merger of ING Vysya Bank, Kotak Mahindra Bank (KMB) is now India’s fourth largest private bank.

This merger has increased KMB’s geographic footprint across the country. With over 1200 branches and 1900+ ATMs across 643 locations, KMB can now offer best-in-class products and services to a larger customer base.

The campaign – ‘Kona Kona Kotak’, highlights KMB’s presence across a significantly larger geography that includes smaller towns and cities such as Pehowa, Chaibasa, Changanassery, Guntur, Duliajan, etc., catering to different customer needs.

People across the country are diverse. But what is common amongst them is the will to make it big, and this will is stronger than ever. The campaign showcases how Kotak is a partner in the transformation of a new and emerging India.

Media Plan:
This is a high intensity campaign planned across – TV, print, outdoor, radio and digital.

The TVC and OOH capture visual diversity, changing attitudes and emotions of a contemporary India, with a young and vibrant touch.

The print campaign highlights how the country’s fourth largest private bank is well poised to contribute to India’s growth story.

The radio ad emphasis the reach that Kotak has now achieved, and how it is becoming a part of one’s everyday life.

The media plan covers leading GECs, business, English and regional news channels, and IPL. Print ads are covered in mainline English, business and regional newspapers, whereas the outdoor communication is spread across 75 cities.

The campaign’s hashtag #KonaKonaKotak has been encompassed in all communication to leverage conversations on social networking sites.  A contest called #KonaKonaKotakhunt on Facebook and Twitter has also been designed to engage followers with a quiz-type format that is about unlocking cities/towns where Kotak is now present.