Wife Appeal

It’s a common scene in any Indian nuclear family that the husband is a little extravagant and therefore, the wife chides her husband. An advertisement is on air showing that a few children are collecting money for a cricket tournament. The man wants to contribute but he has to curb his habit because of his wife.
A recent advertisement of the Kotak Mahindra Bank states: “Ab ye badlein ya na badlein, aap rahein befikr. Kotak Mahindra ka ActivMoney.” This is an attempt by the Bank to resolve the confusion by invoking the housewife’s natural instinct to save and curb the extravagancy of the husband. This is something new as different from the other banks which are serving their part. The Bank has now identified the role of wife in financial planning of the household.
Kotak Mahindra Bank has now a clear target on retail customers after being in market for around six years. After the collapse of Lehman Brothers, the idea behind the new concept is to reassure and to lure more customers. Going back to the customers with the same old story did not make sense.
The television advertisements will be followed by a 360-degree campaign with on-ground, outdoor, radio and internet activities. The idea behind the whole campaign is “Let’s make money simple.”