Kotak Mahindra Bank shouts from the rooftops, "Its grt 2b 25"

The new campaign across OOH platforms has been conceptualised by Primesite.

Kotak Mahindra Bank turned 25 recently, and to announce its silver jubilee, the bank's creative agencies went the whole hog. A campaign was created with the objective of emphasising and highlighting the attributes of reliability and trust. Amongst other media, outdoor was extensively used. The ideation and execution for outdoor was done by Primesite, part of the Mudra Max group.

The campaign aimed at seeking attention with the slogan, "Its grt 2b 25". Primesite reinforced this message by creating an impact with large-format sites. The bright red, yet simple creatives showing young people and the 25th anniversary logo, along with the slogan, have been plastered across cities.

This campaign has been executed in several cities, including Mumbai, Delhi, Bengaluru, Pune and Kolkata. Outdoor sites have been taken up on arterial routes in these cities. Media vehicles, including billboards, bus shelters, gantries and mobile vans display the new campaign.

A roadblock of hoardings was done at the popular Bandra Linking Road-Turner Road intersection with Kotak taking up as many as six hoardings at the high-traffic junction, thereby seizing the attention of motorists and passers-by.

In addition, to ensure greater brand visibility, bus wraps have been used on double-decker and King Long buses in Mumbai. The brand's multi-storeyed corporate office in Kalina, close to Bandra-Kurla Complex in Mumbai, has been wrapped with the branding as well, thus standing out amongst the crowd of buildings.

The brand has also been successful in capturing attention at Mumbai and Delhi Airports with the use of wall mounts, pillar wraps, drop down and scroller-free standing units, among others.

Discussing the high-visibility outdoor campaign, Karthi Marshan, group head, marketing, Kotak Mahindra Bank, says, "Out of home media was a vital ingredient in our media mix as we set out to let the world know we had come of age. We deliberately chose high-impact locations, and coupled with high-impact creative, this has delivered well beyond our expectations."

Commenting on the campaign, Spencer Noronha, general manager, Primesite says, "It was an exciting brief. Considering the outdoor landscape was choc-a-bloc with campaigns post Diwali, we had to deliver a high decibel campaign with impact." Regarding the strategy adopted, he adds that huge, spectacular sites were taken on all arterial routes; and a mix of media vehicles delivered high frequency and recall for the brand.

Mandeep Malhotra, president, Mudra Max OOH, adds, "We witnessed enormous appreciation on the visibility of this campaign. The enthusiasm of planning and executing Kotak's 25th anniversary campaign was remarkable; this is how a 25+ year old agency feels today."