Kotak Mahindra Bank looks to catch them young, help them grow

Kotak Mahindra Bank has released a TVC for its latest offering ‘Kotak Junior’, a savings bank account product for children. The ad film created by Cartwheel Creative Consultancy went on air on 16 June. To promote ‘Kotak Junior’, the brand has also associated with the reality show ‘Indian Idol Junior’ as sponsor.

The TVC features a young girl who is on a mission to collect coins from wherever possible. The film starts with her picking up a coin placed under her pillow. She places the coin in a pouch hanging from her cupboard door. The next frame shows her picking coins from an elderly woman’s (her grandmother’s) sari pallu (end). She collects more coins as she hands over the newspaper to her grandfather. Likewise, she pockets the loose change from the trousers which her mother is checking, the money kept near the idols and the change which her father has carried. All the coins she has collected is then kept safely, before being taken to Kotak Mahindra Bank where she opens a ‘Junior Account’. The TVC ends with the account papers and card reaching her mail box. She signs off saying, “My Junior Account - Kotak Mahindra Bank.”

KVS Manian, president, consumer banking, Kotak Mahindra Bank said, “We are delighted to launch Kotak Junior – a savings bank product which enables parents to plan a long term savings program for their child. Our long term recurring deposits, term deposits, SIPs, etc. ensure regular and hassle-free savings for a bright future for their children. We are providing them a platform to channelise their habit of saving money.”

Manian added, “In line with the spirit of our customised value proposition for the child and to convey this message to a wider audience nationally, we have associated with Indian Idol Junior, and our new commercial communicates the message ‘How today’s children are smarter in understanding money’.”

On the campaign, Karthi Marshan, EVP and head – group marketing, Kotak Mahindra Bank, said, “Our research says that the bulk of parents in India, even in high income households, do not even have bank accounts for their children. Whereas, all kids we polled had some notion of saving money, whether in their piggy bank equivalents or otherwise. We felt the time was right to complete our savings accounts offerings portfolio by creating something special for the most special member of any household, the child.”

“The communication attempts to connect with this latent savings aspiration of today's children and encourage it in a fun, engaging fashion. We believe the parents will take note for sure, but hope the children will also connect with it and act,” he added.

Credits
Client Kotak Mahindra Bank
Agency: Cartwheel Creative Consultancy
Creative: D Ramakrishna, Arthur Rodrigues, Nadeem Contractor
Production house: Dungurpur Films
Director: Shivendra Singh Dungurpur
Music: Amar Mangrulkar
Lyrics: Nadeem Contractor