Kotak Mahindra Bank: Kona Kona Kotak

The case study describes how the merger of two Indian banks, ING Vysya Bank Ltd and Kotak Mahindra Bank Ltd, led to a campaign to raise awareness of the newly formed Kotak Mahindra Bank's extensive ATM and branch network.

Kotak Mahindra Bank: Kona Kona Kotak

Nilkanth Patel, Khushnum Ichhaporia and Shanu Singh

Campaign details

Brand Owner: Kotak Mahindra BankLead agency: Cartwheel Creative Consultancy Contributing agency: Keroscene FilmsBrand: Kotak Mahindra BankCountry: IndiaIndustry: Banks, credit cards, loansMedia: Cinema; Email marketing; Internet – display; Newspapers; Outdoor, out-of-home; Print – general, unspecified; Radio; Social media; TelevisionBudget: 3 – 5 million

Market background and cultural context

Established in 1985, Kotak Mahindra group is one of India's leading financial services conglomerates. In February 2003, Kotak Mahindra Finance Ltd. (KMFL), the...

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