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Tag: Kotak 811

  • Kotak 811’s initiative of inclusiveness on digital gets support

    Kotak 811’s initiative of inclusiveness on digital gets support

    MUMBAI: The #IndiaInvited campaign by Kotak 811 builds on the insight of inclusiveness for everyone irrespective of personal or physical characteristics and draws attention to how 811, just like a bench, does not discriminate against anyone and the messaging was led by the Bollywood Superstar Ranveer Singh.

    The campaign, conceptualised and executed by Tonic Worldwide, extended an invitation to all Indians to be a part of the movement through various innovations.

    The digital campaign showcases the real stories of people who have faced discrimination in the face of opportunity. Later, every Indian who wanted to support the cause, got a chance to participate by sharing the frame with Ranveer Singh using a custom-made Kotak 811 AR filter. The idea was to use technology on one of the most popular social media platforms and simplify participation for users.

    In the next phase, people were invited to share their perspectives of how they could take inspiration of non-discrimination by emulating the Bench in the story ‘Bench Ki Aatmakatha’. From poems to rap songs, shayaris to mini stories, the 500+ video entries that featured on the brand’s page were both interesting and humorous, while being aligned to the brand campaign.

    The contest was judged by the famous stand-up comedians- Sourabh Pant and Sonali Thakker.

    The Bench of Unity is a community formed by over 2.5 lakh Indians in the digital space who believe that they can be the change the society needs to put an end to the judgemental attitude. Invitations were sent out to people who have created a unique identity for themselves by achieving great feats, despite facing discrimination and judgments from the society. Bharti Singh and Geeta Phogat were also a part of the initiative and became members of the Bench of Unity.

  • Kotak Mahindra Bank launches campaign with Ranveer Singh for 811 account

    Kotak Mahindra Bank launches campaign with Ranveer Singh for 811 account

    MUMBAI: Kotak Mahindra Bank has launched its 811 campaign – #IndiaInvited. The campaign features Bollywood actor Ranveer Singh along with people from all walks of life, across age, gender, profession, religion, physical appearance, including an acid attack survivor, among others.

    Collaborative efforts over the years by the Reserve Bank of India (RBI), the Government’s Pradhan Mantri Jan-Dhan Yojana (PMJDY) and banks have immensely contributed in improving financial inclusion in every nook and corner of the country. However, even today, only around 2 per cent of Indians own a mobile money account, as per the World Bank, leading to low engagement with the formal financial ecosystem. The need of the hour is to bring about a change in mindset to make banking digitally inclusive, so that banking services are made accessible to every Indian.

    811 is an anywhere, anytime digital bank account and much more. It is a one-of-its-kind truly inclusive account. The only requirement for opening an 811 digital bank account is being an Indian, which is the underlying message of the #IndiaInvited campaign.

    The 811 campaign is shot at the iconic Chhatrapati Shivaji Maharaj, a UNESCO world heritage site located at Fort, Mumbai, to capture real life nuances. The protagonist of the story is ‘the bench at the railway station’ and Ranveer Singh dons the role of the bard (Sutradhar). The story voices similarities between 811 and a bench at a railway station. Anyone and everyone – irrespective of caste, creed, religion and abilities, are welcome to rest and take a breather at any bench at any railway station in India. Similarly, 811 offers unconditional access to a full-service, zero-balance digital bank account which gives up to 6 per cent p.a interest to every Indian.

    Kotak Mahindra Group chief marketing officer Karthi Marshan says, “ With 811, we simplified banking in India and in a year since launch, 811 has been embraced by Indians. In our endeavour to make banking more accessible and widespread, we realised that people from different walks of life tend to get intimidated to walk into a branch for the fear of being judged. The #IndiaInvited campaign builds on this insight, and draws attention to how 811, just like a bench at the railway station, does not discriminate against anyone on the basis of personal or physical characteristics.”

    Kotak Mahindra Bank executive vice president of marketing Elizabeth Venkataraman mentions, “Inclusion is not only the right thing to do, it is also necessary for a country as diverse as India. Digital is a great equaliser, especially in banking, providing equal access to everyone. And 811 represents those very qualities of equality and inclusiveness. 811 is truly for everyone.”

    “We wanted someone who embodies the spirit of individuality and success while being comfortable in their own skin to be the face of the campaign. And who better to lead the campaign than Ranveer Singh, an actor who has made a mark with his unique and unconventional style and appearance, someone who has succeeded in Bollywood on his own terms”, adds Marshan.

    The campaign will be amplified across all platforms including TV, print, outdoor, digital and through on-ground engagements across the country.