Kotak shows the way in partnering women in their journey towards financial independence

Over the years, Mother’s Day has been celebrated by brands as an occasion to pay tribute to mothers and the tremendous sacrifices that they make for their children and families. Along with numerous other brands, Kotak Mahindra Bank, too is celebrating the indomitable spirit of Moms this Mother’s Day.

In its third year of the campaign, Kotak Mahindra Bank is releasing a song as an extension to #MeriUdaan in the context of mothers, celebrating working mothers. The song has been composed by singer Shaan, written by Mahimma Bharadwaj and is sung by four mothers.

Watch the ad film:

https://www.youtube.com/watch?v=PUxEB-E3PRE&t=22s

In conversation with Adgully, Elizabeth Venkataraman, Joint President – Marketing & Alliances, Kotak Mahindra Bank, elaborates on the latest initiative for Mother’s Day, how Kotak Silk has been developed as a special programme for women customers, and a banking programme exclusively for women, and more.

This is the third year that Kotak Bank will be celebrating the #MomsOnDuty campaign. What’s the primary objective and how did this idea come up to leverage that day?

Kotak Silk has always celebrated the indomitable spirit of Moms. This year, we are celebrating that spirit with #GoForItMom, a special song composed by popular singer Shaan. The song is dedicated to all mothers and is sung by four Moms themselves. We think that it is important to celebrate Moms taking flight and pursuing their own dreams. Silk wishes to partner with them by being their financial partner in achieving their goals. That is what this year’s campaign – #GoForItMom – is focused on.

A digital film with songs will be released. Could you elaborate more about the film and the key message that you want to deliver through the film?

Mothers have always been celebrated for the sacrifice they make for their children and their family. They are cheered for putting their families first, that makes them super heroes.

But today’s mothers are taking care of their families, themselves and their passions equally. They understand that their own dreams are as important as their family, and that nothing should hamper the journey of their dreams. The song is a celebration of this spirit of every Mom, and her dreams taking flight. This has been brought to life by a lovely group of mothers.

How do you plan to leverage this brand property and reward your Silk customers with attractive rewards and further strengthen the relationship with the bank?

The month of May is always special for us at Kotak Silk. That is why we call it Mother’s May. As a part of the celebration of Mother’s May, we have many interesting initiatives lined up for our women customers. There are personal loans, two-wheeler loans and Smart EMI card offers exclusively for women, and we have also tied up with a host of lifestyle brands to bring our customers a host of exciting offers. We also have financial education webinars that we continue to host to bring true value for our women customers.

What kind of promotional campaign is being planned to create awareness about his unique Mother’s Day celebration and will it be celebrated across every branch of Kotak Bank?

We are reaching out to all our customers – Silk, non-Silk and male customers, through direct-to-consumer campaigns. There are social media and influencer partnerships that will help us highlight our effort to our customers. We will be doing on-ground activations and special screening in key locations across India. There are on-ground promotions being done and we are increasing visibility about the campaign in branches. The multi-lingual flavour of the song will be leveraged by promoting it on regional platforms and geographies.

What kind of expectations have been set and how do you plan to measure the ROI for this campaign? Any business goals that have been outlined?

Every year we have been adding significant women customers to our total base. Silk is a key enabler for that, and we look forward to a successful outcome in terms of engagement, visibility and overall business even with this campaign. But the spirit of the campaign continues to focus on partnering women in their journey towards financial independence.