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Tag: Jaimit Doshi

  • Kotak Securities partners with DAN Data Sciences & Dentsu Webchutney to reinvent Customer Acquisition

    Kotak Securities partners with DAN Data Sciences & Dentsu Webchutney to reinvent Customer Acquisition

    MUMBAI: Dentsu Aegis Network’s (DAN) Data Sciences division has collaborated with Dentsu Webchutney to reinvent ‘Customer Acquisition’ for Kotak Securities. The teams have developed MarTech solutions to reach out to potential consumers with DAN Sync. For the record, DAN Sync is a proprietary custom solution built to link CRM with online marketing endeavours.  

    The consumer journey is no longer linear. While a lot of the journey is completed offline, the online signals are not strong enough. Meanwhile, acquisition of a new prospect has become increasingly expensive, especially in the cluttered BFSI space.

    “The better one is able to harness the intelligence of data mines, the better the end numbers look,” believes Kotak Securities EVP and head marketing, products and customer service Jaimit Doshi,

    Dentsu Webchutney director media Nishant Malsisaria identifies the problem. He says, “For Kotak Securities’ Trading account offerings, performance campaigns ran on multiple channels online. However, optimization was possible only for first level leads since a large part of the final conversion is done through offline call centers. The resultant marketing strategy assumed focus on high acquisition rates with lesser control over quality leads, since reverse transfer of marketing intelligence was not happening then.”

    With Facebook being one of the key platforms of the acquisition strategy, the task at hand for Dentsu Webchutney was to narrow the acquisition funnel by reaching out to the closest prospects for conversion.

    Explaining the strategy, chief data officer (South Asia), Dentsu Aegis Network and CEO DAN programmatic Gautam Mehra says, “The problem with the traditional form of digital advertising is that intelligence built offline is not passed back to inform online strategies. Using a custom built product such as DAN Sync that was created to transfer offline learnings for online optimizations, we deployed the globally renowned DAN Data Labs Product Suite – that uses best in class machine learning algorithms – over the hashed data from the client’s CRM to deliver a new benchmark for the industry.”

    “Although expected, the results were astounding enough for augmenting the client’s confidence. The tool performed magnificently well, improving the lead to account open ratio by 500%,” adds Mehra.

  • Kotak Securities uses cups to promote its latest offering

    Kotak Securities uses cups to promote its latest offering

    MUMBAI: Kotak Securities, the stock broking arm of Kotak Mahindra Bank Limited, is the new addition in the list of brands that has opted for a distinct marketing strategy by tying up with advertising start-up CupShup which is known for its popular technique of converting tea and coffee cups in to a platform for brands to get visibility amongst its target audience.

    Kotak Securities is promoting its recently launched product – Free IntraDay Trading where CupShup has chosen Indigo Airlines as one of the spots to execute the campaign. Free IntraDay Trading allows self directed investors to do intra-day trading without paying any brokerage.

    Apart from Indigo Airlines, the offline campaign is being executed across 500 corporates and 1,500 tea stalls in 12 Indian cities – Mumbai, Delhi NCR, Bengaluru, Hyderabad, Pune, Chennai, Kolkata, Indore, Jaipur, Ahmedabad, Baroda and Surat.

    For the campaign, the company used more than 55 lakh cups made out of water-based ink and biodegradable recyclable paper, with an aim to make the audiences have 5-7 minutes clutter free exposure to the product. This step was adopted considering high possibility of discussions that may generate among the people taking tea breaks.

    Kotak Securities EVP and head of marketing Jaimit Doshi says, “We wanted to get immediate attention of our target audience. Through geo-targeting we identified locations where our customers were based. We reached out to them specifically in those cities and areas. What better way to target people than our product popping up during tea breaks which also gives people another investment topic to talk about?”

    CupShup co-founder Sanil Jain adds, “I am glad that in an era where digital marketing is ruling various industries, we are able to get brands to market their product in an efficient as well as in an effective way. Cupshup’s marketing concept is sure to create an impression with customers who can receive their daily dose of information on what brands are doing in the current scenario. Kotak Securities is a valuable client to us and we hope that this campaign results in giving the brand the desired outcome.”

    Besides the primary activity, CupShup is also running activations with 100 Corporates by setting up a Kotak Securities booth where Relationship Managers will educate the employees about their products.

     

  • Kotak Securities opts for chai-time to promote its recently launched Free Intraday Trading’ via CupShup

    Kotak Securities opts for chai-time to promote its recently launched Free Intraday Trading’ via CupShup

    MUMBAI: Kotak Securities, the stock broking arm of Kotak Mahindra Bank Limited, is the new addition in the list of brands that has opted for a distinct marketing strategy by tying up with advertising start-up CupShup which is known for its popular technique of converting tea and coffee cups in to a platform for brands to get visibility amongst its target audience. Kotak Securities is promoting its recently launched product – Free IntraDay Trading where CupShup has chosen Indigo Airlines as one of the spots to execute the campaign. Free IntraDay Trading allows self directed investors to do intra-day trading without paying any brokerage.

    Apart from Indigo Airlines, the offline campaign is being executed across 500 corporates and 1,500 tea stalls in 12 Indian cities namely Mumbai, Delhi NCR, Bengaluru, Hyderabad, Pune, Chennai, Kolkata, Indore, Jaipur, Ahmedabad, Baroda and Surat. The campaign began on 7th May and will be on till 7th June. More than 55 lakh cups made out of water-based ink and biodegradable recyclable paper have been used with an aim to make the audiences have 5 – 7 minutes clutter free exposure to the product. This step was adopted considering high possibility of discussions that may generate among the people taking tea breaks.

    · No. of Corporates activated: 500: 15 Lakh Cups 

    · No. of Tea Stalls activated: 1,500: 18 Lakh Cups

    · Indigo Airlines: Pan India: 22.5 Lakh Cups

    Kotak Securities, EVP & Head – Marketing, Jaimit Doshi said, “We wanted to get immediate attention of our target audience. Through geo-targeting we identified locations where our customers were based. We reached out to them specifically in those cities and areas. What better way to target people than our product popping up during tea breaks which also gives people another investment topic to talk about?”

    Commenting on the start-up’s tie-up with Kotak Securities, Mr. Sanil Jain, Co-Founder, CupShup said, “I am glad that in an era where digital marketing is ruling various industries, we are able to get brands to market their product in an efficient as well as in an effective way. Cupshup’s unique marketing concept is sure to create an impression with customers who can receive their daily dose of information on what brands are doing in the current scenario. Kotak Securities is a valuable client to us and we hope that this campaign results in giving the brand the desired outcome.”

    Besides the primary activity, CupShup is also running activations with 100 Corporates by setting up a Kotak Securities booth where Relationship Managers will educate the employees about their products.