Kotak Securities launches latest campaign - Ab brokerage ban gayi kamayi

Kotak Securities has launched Free Intraday Trading for the self-directed investor offering zero brokerage on all intraday trades. While investors look at creating profits over a longer term, day traders seek daily profits. The product has the potential to increase their daily earnings, directly adding to their income. This comes across through the campaign message, “Ab brokerage ban gayi kamayi.”

The self-directed investor pays brokerage irrespective of whether he makes money on a day or not. The insight that the campaign brings out is that when people earn extra money, which in this case is saving on brokerage, they feel generous. The film tracks a typical week of a self-directed investor, who is normally known to be tight-fisted. With Free Intraday Trading, he surprises his friends and family with unexpected acts of generosity. When asked, he shrugs it away saying that it was just because it was a Monday, or a Thursday. This makes it possible for us to have a different edit for each day of the week, after the initial run of the main film - a happy consequence of this idea.

Bold Organic Growth 

Free Intraday Trading is Kotak Securities’ innovation-led ambitious organic growth charter to double its customer base from 1.6 million to 3.2 million in 18 months.

Khushnum Ichhaporia, Head -Marketing, Kotak Securities said “Self-directed investors need not worry about the hassles of paying brokerage any more. They can focus on making most from the equity markets with the help of free research and a robust technology platform. The core message of the campaign is very simple – every rupee of brokerage saved through Free Intraday Trading is a rupee earned. We have launched a high impact ATL campaign, and also initiated a slew of innovative BTL activities to drive this message.

Ramakrishna (Ramki), CEO, Cartwheel Creative Consultancy said, "Kanjoos bana generoos" is the simple idea behind the campaign for Kotak Securities' Free Intraday Trading. The typical day trader looks to maximise his daily profit, unlike an investor who looks at more long term returns.  Therefore when this plan makes it possible to save a considerable amount on daily brokerage, it makes him very pleased indeed. Pleased enough to surprise near and dear ones with unexpected acts of generosity. And because he saves money every day, he finds new people to delight every day, including himself!

BTL Activities 

1. Free Chai Pe Charcha

In order to reach out to relevant audience, we planned our first activity at Mumbai’s financial hub– BKC, where we have sponsored free chai for the customers. 

2. Taxi rides - why pay when the ride is free

There is no better way to create buzz in the market than being on the streets.. We branded cabs from CST to BSE and Churchgate to BSE. The idea was to deliver the campaign message loud and clear to the relevant audience “why pay when the ride is free”. 

3. Sher of Shares

Focusing on creating a memory that stays with people, we created a photo booth in front of the iconic building of Dalal Street – BSE, which represents the entire investing community.

4. Tying up with Mumbai’s famous Dabbawalas

A sweet beginning! We identified the areas with majority of trader community, and delighted 2 lakh people with a motichoor laddoo using services of Mumbai’s famous Dabbawalas.

5. Corporate and tea vendor tie ups

For customer acquisition, we have tied up with corporates and tea stalls across the country for serving tea in Kotak Securities branded cups.

6. In-Flight cup branding

This is amongst the best times to reach out to customers when distractions are minimum. 

ATL

1)      TVC

Ab brokerage ban gayi kamai. The creative expression is based on the thought - every rupee saved is a rupee earned. A customer will save a substantial amount of money on a monthly basis, and he can use the extra money to spend or save as per his wish.

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