Latest news with #RohitBhasin
Hans India
27-05-2025
- Business
- Hans India
Ranveer brand face for Kotak811 campaign
Hyderabad: Kotak Mahindra Bank (KMBL) has unveiled a fresh new campaign for Kotak811, its flagship digital banking platform, underscoring a seamless and intuitive experience tailored for India's fast-growing digital-first generation. More than just an app, the enhanced Kotak811 positions itself as a full-service 'bank in your pocket,' meeting the evolving expectations of tech-savvy consumers. Driven by widespread smartphone adoption, low-cost internet, and increasing digital literacy, India's financial landscape is rapidly transforming. Today's consumers demand speed, security, and simplicity in their banking experience—needs that Kotak811 aims to fulfill through its feature-rich platform. The campaign, starring Bollywood actor Ranveer Singh, uses the catchy tagline 'Banking so smooth, it's Makkhan', symbolising a frictionless user experience. Rohit Bhasin, Chief Marketing Officer and Head – Propositions at Kotak, noted that the campaign captures the spirit of modern banking—effortless, fast, and smooth. 'India is on the brink of a digital banking revolution,' said Manish Agarwal, Business Head – Kotak811. 'From quick account opening to UPI payments, smart investments, and cashback offers, Kotak811 is designed to deliver a secure, user-friendly, and fully digital experience.'
United News of India
24-05-2025
- Business
- United News of India
Kotak Mahindra Bank introduces new chapter for Kotak811 digital platform
Pune, May 24 (UNI) Kotak Mahindra Bank today introduced a bold new chapter for Kotak811, its flagship digital banking platform, with a campaign that celebrates the seamless, intuitive, and full-service experience it now offers. Designed for India's digital-first generation, the new Kotak811 is more than just an app—it's a complete bank in your pocket. India is undergoing a remarkable transformation in consumer behavior, fueled by widespread smartphone usage, affordable internet access, and increasing confidence in digital ecosystems. With over a billion mobile connections and a youthful, tech-savvy population, the stage is set for a digital banking revolution. Today's consumers demand more than traditional banking—they want speed, simplicity, and security, all seamlessly integrated into a mobile-first experience. This is precisely the space Kotak811 is designed to lead, said release today. Speaking at the launch of campaign, Rohit Bhasin, CMO and Head – Propositions, said 'At the heart of this evolution is a vibrant campaign featuring Ranveer Singh, capturing the essence of what modern banking should feel like: effortless, fast, and smooth. The campaign's core message—'Banking so smooth, it's Makkhan'—reflects the app's frictionless user experience and its ability to meet every financial need with just a few taps.' Manish Agarwal, Business Head, Kotak811, said, 'India stands on the brink of a digital banking breakthrough, and Kotak811 is built for this very moment. From instant onboarding in under five minutes to seamless UPI payments, smart investment tools, and cashbacks—backed by the credibility of Kotak Mahindra Bank—our platform delivers a truly digital-first experience, release added. UNI SP RN ReplyForward Add reaction
Time of India
22-05-2025
- Business
- Time of India
Ranveer Singh celebrates the rise of India's modern banking with Kotak811
HighlightsKotak Mahindra Bank has launched a new campaign for its digital banking platform Kotak811, emphasising a seamless and intuitive banking experience designed for India's digital-first generation. The campaign features popular actor Ranveer Singh and promotes the core message of 'Banking so smooth, it's Makkhan,' highlighting the app's user-friendly interface and comprehensive financial services. Kotak811 offers instant onboarding, seamless UPI payments, smart investment tools, and cashbacks, reflecting a customer-centric approach that meets the evolving expectations of modern Indian consumers. Kotak Mahindra Bank ('KMBL'/'Kotak') has introduced a new chapter for Kotak811 , its flagship digital banking platform, with a campaign that celebrates the seamless, intuitive, and full-service experience it now offers. Designed for India's digital-first generation, the new Kotak811 is more than just an app—it's a complete bank in your pocket. India is undergoing a remarkable transformation in consumer behavior , fueled by widespread smartphone usage, affordable internet access, and increasing confidence in digital ecosystems. Today's consumers demand more than traditional banking—they want speed, simplicity, and security, all seamlessly integrated into a mobile-first experience. This is precisely the space Kotak811 is designed to lead. The creative agency behind the campaign is MYO . Speaking at the launch of the campaign, Rohit Bhasin , chief marketing officer and head – propositions, said 'At the heart of this evolution is a vibrant campaign featuring Ranveer Singh , capturing the essence of what modern banking should feel like: effortless, fast, and smooth. The campaign's core message—'Banking so smooth, it's Makkhan'—reflects the app's frictionless user experience and its ability to meet every financial need with just a few taps.' Manish Agarwal, business head, Kotak811, said, 'India stands on the brink of a digital banking breakthrough, and Kotak811 is built for this very moment. From instant onboarding in under five minutes to seamless UPI payments , smart investment tools, and cashbacks—backed by the credibility of Kotak Mahindra Bank—our platform delivers a truly digital-first experience. It's not just about ease of use; it's about trust, security, and a user journey that feels second nature. That's our differentiator.' Jay Kotak, co-head, Kotak811, emphasised the customer-centric approach behind the platform's evolution, 'This is not just a new campaign—it's a reflection of how deeply we've listened to our customers. Today's Indian consumer expects more than just an amazing payment app. They want a full-service bank that's fast, intuitive, and always accessible. Kotak811 delivers exactly that.' Watch the video here:
Mint
12-05-2025
- Business
- Mint
Hausla Hai Toh Ho Jayega: Kotak's brand reboot bets on audacity
From being a bank that proudly stood for physical reach with its 'Kona Kona Kotak' pitch, Kotak Mahindra Bank is now staking its brand future on a very different idea—the courage to dream big. With its latest campaign, Hausla Hai Toh Ho Jayega, the bank hopes to shift perception from transactional utility to an emotionally resonant, future-facing brand that partners with audacious Indians across banking, insurance and investments. In a wide-ranging interview with Mint, Rohit Bhasin, president–head affluent, NRI, business banking and chief marketing officer, explains the deeper shift behind the messaging, the aggressive media strategy driving visibility and why the brand's belief system now goes far beyond advertising, into accelerators, storytelling platforms and cultural relevance. Edited excerpts: You've moved from 'Kona Kona Kotak' to 'Hausla Hai Toh Ho Jayega'. What's the thinking behind this repositioning? 'Kona Kona Kotak' was right for its time; it helped establish our pan-India presence after the ING Vysya merger. But reach is no longer a differentiator. We realized Kotak was losing brand relevance, not recognition. So, we went back to first principles: what do we truly stand for? Historically, we were the first choice for India's entrepreneurs and SMEs. We were a bank that understood the ambition behind the balance sheet. Today, Indians are more aspirational and audacious than ever. They need a partner who believes in their big, bold dreams. Hausla is our way of saying: if you dare to dream it, we'll help you do it. Also read: Liqvd Asia acquires AdLift for ₹50 crore to strengthen digital marketing play But 'Hausla' also implies risk, especially in a conservative, highly regulated sector. How do you translate that into real-world banking decisions? It's about balanced audacity. We're not underwriting emotion, we're underwriting ambition, backed by data, insight and industry knowledge. Whether it's SME lending, investments or insurance, we've built tools and algorithms that allow us to assess risk holistically. And, importantly, this is a group-wide positioning, not just for banking. It applies across Kotak's insurance, credit card and investment offerings too. This campaign feels cinematic, even edgy, by Kotak's previous standards. Was that deliberate? We didn't set out to be edgy. We wanted to tell a story that feels authentic to the new India. The visual tone reflects the diversity of aspirations—a farmer, a designer, a startup founder. That cinematic bus in our film is full of dreamers, all wearing our 'infinity glasses' to see a better future. That said, we've definitely pushed the storytelling style to break the clutter. It's rooted in insight, not just aesthetics. Also read: Uday Shankar flags need for fresh monetization models, warns against homogenized regulation What about the campaign's scale and media mix? How much are you investing and how has your approach evolved? This is a full-funnel, all-in, high-impact blitz. As I like to say, it's not just a brand film, it's a brand commitment. We're present across TV, digital, print, outdoor and social media. What's changed dramatically is our spend split. Earlier, 65% of our marketing budget went to non-digital channels. Today, 65% is digital-first. We're doing dynamic DOOH (digital out-of-home), hyper-personalized storytelling on social and outcome-based advertising across platforms. We've also returned to marquee events like the IPL after years, not just for impact, but because we've rationalized spends elsewhere to make it count. Banks are now being judged not just on Trust, but on values, tech and experience, too. Where does Kotak see itself in that pyramid? Trust is non-negotiable. When customers deposit their money, it's an emotional decision rooted in safety. When they borrow, it's transactional, they want the best deal. Our job is to be trusted and efficient. Tech enables both. Our app and platforms are designed to be invisible when needed, powerful when used. That's why we're investing so much in simplifying journeys, like 811, our digital bank, which sees account openings peak at 2 am. What are the business KPIs you're tracking for this campaign? Spontaneous awareness is the top-line metric. Since the campaign's launch, we've already seen a significant lift. What took a year earlier, we've achieved in two months. Consideration is next, then sentiment: does the campaign make people feel more positively about the brand? And, of course, business: we're tracking traffic, conversions, leads and uplift across all digital assets. Is this a one-off refresh or a long-term repositioning? This is long-term. We want Hausla to become a part of Kotak's DNA—something we can build on for years, maybe even decades. Of course, we'll refresh the articulation to stay culturally relevant, but the core belief that we are the partner to an ambitious India will remain. Also read: Marketing is a marathon, not a sprint: Federal Bank's MVS Murthy So, is this just a positioning exercise, or is there a product proof point? This is very much backed by action. Our Kotak BizLabs accelerator, for instance, is one such proof. We received 1,594 startup applications and selected a final cohort of 55 companies spanning AI, fintech, agritech, edtech and sustainability. These startups are now part of a six-month programme with support in funding, mentorship and business acceleration. It's run in partnership with IMA Ventures, NSRCEL (IIM Bangalore), and T-Hub. We're putting real muscle behind the 'Hausla' idea. And Hausla Talks? That's our content platform to inspire. Through Hausla Talks, we're curating stories of extraordinary courage—ordinary Indians doing remarkable things. It's our way of fuelling belief, not just selling financial products.
