Kotak Mahindra Bank: Subbu 6% campaign

Karthi Marshan, Khushnum Ichhaporia and D. Ramakrishnan

This case study details a campaign by Kotak Mahindra Bank of India to explain to customers the benefits of its new savings account, which increased interest rates from 4% to 6%.

Kotak Mahindra Bank: Subbu 6% campaign

Karthi Marshan, Khushnum Ichhaporia and D. Ramakrishnan

Campaign details

Brand owner: Kotak Mahindra BankAgency: Cartwheel Creative AgencyBrand: Kotak Mahindra BankCountry: IndiaChannels used: Internet – display, Internet – general, Newspapers, Online video, Outdoor, out-of-home, Point-of-purchase, in-store media, Print – general, unspecified, Public relations, Social media, Television, Television – direct responseMedia budget: 3 – 5 million

Executive summary

Kotak Mahindra Finance Ltd was incorporated in 1985 and converted into a bank in 2003. Over the years, it has built a reputation in retail banking, insurance,...

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