Kotak extends Kona Kona 6% thought further in latest TVC

10 Aug,2016

By A Correspondent


Extending its Kona Kona Kotak campaign thought further, Kotak Mahindra has unveiled its latest campaign. After two years of drought, India is witnessing normal to excess rainfall in most parts. The national mood is upbeat, as a good monsoon promises prosperity and better agricultural output. The Kona Kona 6% TVC uses the backdrop of rains to narrate stories of prosperity from different corners of India.


The government and Reserve Bank of India have taken a dovish stance on interest rates in the economy. Interest rates on small savings schemes such as postal savings, term and recurring deposits, National Savings Certificate (NSC), Senior Citizens Savings Scheme (SCSS), Public Provident Fund (PPF) etc. saw deep rate cuts recently, and further cuts are on the anvil.


While KMB is aligned with RBI’s interest rate guidance, the bank continues to offer 6% interest rate on savings account balances above Rs. 1 lakh.


Kona Kona 6% uses the backdrop of the monsoon to narrate stories of happiness and prosperity from different corners of India, such as Mysore, Chennai, Nashik, Vadodara, Chandigarh and Gangtok.


The TVC will run in seven languages (Hindi, Bengali, Gujarati, Kannada, Marathi, Tamil, and Telugu) on leading channels across India. Radio will also be leveraged for the campaign. The radio script will follow the TVC script, presented in the format of a weather report. In addition to the languages above, radio will also run in Punjabi and Malayalam.


The outdoor campaign, set against the backdrop of rains, portrays happiness, and conveys the key message of Kona Kona 6%. The campaign will run in Mumbai, Chennai, Bengaluru, New Delhi, Hyderabad, Kolkata, Ahmedabad and Pune.


Karthi Marshan

Karthi Marshan, Sr. EVP & Head – Group Marketing, Kotak Mahindra Bank, said “India is witnessing good monsoons this year after two consecutive dismal seasons. Good rains lead to positive sentiments, and we can feel the excitement at grassroot levels. Our new Kona Kona 6% campaign captures this mood of cheer and optimism.”


Marshan added, “Kona Kona 6% is an extension of our Kona Kona Kotak and the recent 6% campaigns. It emphasises how we are contributing to people’s prosperity with something as simple as higher returns on savings account, thereby enabling them to fulfil their aspirations. The campaign also showcases how different customer segments are benefiting from our wide range of products and services.”


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