Kotak Mahindra Bank sticks to 6% interest on savings account

by Shrutee K/DNS

This campaign is a fresh execution of Kotak’s 6% savings account message, which is even more relevant in a falling interest-rate scenario when Kotak is holding on to its savings interest rate. We will use a cricket-based theme to convey the message that 6 is better than 4.

While thinking of new and interesting ways to convey our simple 6% message, we chose to build upon our previous effort of using a cricket-based theme, whilst naturally highlighting a comparison between 6 and 4. There are many situations in cricket where a 4 is just not enough, and at those times, what you need is a 6.

A 6 is the ultimate shot in the cricketing game, and symbolisms of 6 are universally recognised by followers of the game. For example:

The umpire’s signal for a 6 – both arms raised in the air

A batsman playing a high upward-angled shot

A ball flying over the boundary rope – maybe with a fielder watching it go above his head

We are using different versions of these depictions (and others) along with variations of our message – 6 is better than 4 – to communicate Kotak’s 6% offering in outdoor and print.

The print campaign will last 6 weeks, and includes weekly insertions in the sports sections of English dailies and regionals. We are also sponsoring a syndicated column by HarshaBhogle, which will appear in newspapers thrice a week.

Radio spots involve a mock-up of cricket commentary in English and popular Indian languages – Hindi, Marathi, Tamil, Kannada, Telugu, Bengali, Gujarati & Malayalam. Each clip has a mix of commentary in different languages, describing different situations in which a 6 is hit. A voiceover will talk about the fact that ‘When you need a 6, 4 is never enough’. The spot will end with our ‘Why take 4, 6 is more’ message.