Kotak Mahindra Bank recently merged with ING Vysya Bank, thereby considerably enlarging its branch footprint. The new ad campaign highlights this enormous reach single-mindedly across multiple channels like radio (let’s play antakshari with the names of towns where we have branches), billboards, airport branding, print and video.
It also highlights a non-metro India on the move and in need of banking solutions.
In some ways the ad is a contradiction – one the one hand Kotak has pathbreaking ‘hashtag banking’ and Jifi for Facebook money transfer, yet it highlights the need for more branches. The one weakness in the campaign is that the benefit of having a branch everywhere is not highlighted.