Debrief: Kotak Mahindra: Catching them young

27 Jun,2013

By Anil Thakraney


Kotak Mahindra Bank has decided to expand its market share. And no, unlike IndusInd Bank they aren’t offering you a lucky number, they have decided to go after your kids. The bank has launched Kotak Junior, a new scheme whereby bachchas can now have their own account.


As you would expect, the commercial is cute. A sweet little girl goes about collecting chillar from her family members by hook or by crook. Once she’s amassed enough, it’s time for the next step: Open a bank account. The jingle is sweet too and the ad is shot nicely. I like it that they haven’t shown adult faces, their presence is only suggested. This keeps the focus on the little girl, and that’s what makes the ad endearing.


However, the TVC leaves some key questions unanswered. I guess Kotak Mahindra is hoping that sufficiently enticed, and under pressure from their kids, parents would visit the local branch with queries. I am not too sure that gamble will work in this case. Since the juniors will only land up with a membership card, with no direct control of the account, the delicious add-ons that Kotak Mahindra would most likely offer the kids need to be indicated in the ad. Today’s kids aren’t simple souls as bachchas from my generation used to be; they are very smart, and without tangible promises, they would not get interested.


And by the way, hope Kotak Mahindra is offering a slightly higher rate of interest to the juniors. Itna toh banta hai, boss!


Rating: (On a scale of 1-5): 2.5 Cute ad. But communication is incomplete.


Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own. He can be reached via Twitter at @anilthakraney


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