In a bid to promote its marquee offering, ActivMoney, Kotak Mahindra Bank has launched a pan-India multimedia campaign led by cinema superstars Ranveer Singh and Keerthy Suresh. The campaign highlights the benefits of ActivMoney, which offers Fixed Deposit (FD) interest rates of up to 7% per annum for deposits up to 180 days, with the flexibility to access funds anytime without penalty. According to RBI data, the cumulative Savings Account deposit of all scheduled commercial banks in India as of March 2023 earns an average industry interest of 3.5% per annum, making ActivMoney an attractive investment option for customers.
The TV commercial features a debate between the two stars, portraying a couple equally involved in financial decision-making, who struggle to find a savings account that meets their requirements. ActivMoney resolves their dilemma by offering FD wala interest and the freedom to access funds when required, without incurring any fees.
The ad campaign was conceptualised and created by Cartwheel Creative Consultancy and has an extensive reach across various media platforms including Print, Outdoor, TV, Digital, Cinemas, and Social Media.
President of Retail Liabilities Product and Chief Marketing Officer, Rohit Bhasin, said, Kotak’s ActivMoney meets the needs of every customer who wants to earn higher returns on their investments while retaining the freedom to access money as and when required. With the help of ActivMoney, customers can earn better interest on their savings. Our advertising campaign starring Ranveer and Keerthy conveys our message and emphasises how Kotak is offering products that meet needs of every household.
Joint President – Head of Marketing, Partnerships & Loyalty, Elizabeth Venkataraman, praised the campaign, saying it’s a ‘riveting action film’ that creatively represents modern Indian couples who discuss important decisions like finances together. The ad aims to inject excitement into what is seen as a mundane banking decision.
Through this multimedia marketing campaign, Kotak Mahindra Bank aims to attract more customers to its ActivMoney offering, which bridges the gap between regular savings accounts and fixed deposits.
