GO TEZ FOR SMART GAINS!

The Indian stock market has seen a huge surge over the past few years; the number of DMAT accounts has grown from 3 crores in 2019 to now more than 15 crores. We are seeing 40–50 lakh DMAT accounts opening up per month. The youth is entering the market as they are choosing the stock market over traditional investment avenues. Though it is good news for the market, it posed a big challenge for Kotak Securities. As a bank-based broker, younger investors viewed Kotak as more suited for older generations, associating the brand with big money and outdated technology.

With the new campaign for Kotak Neo, we want to change this perception. We are placing the platform as a partner in the investment journey of young users, catering to a fast-paced, seamless trading experience. We’re also addressing the notion that we’re not digital.

The storyline in each film showcases two individuals on their phones, reflecting how everyone spends time today — either binging, gaming, shopping, or making smarter financial choices. We then highlighted the group investing in their financial future. The concept was created by Cartwheel Creative Consultancy & produced by Keroscene films. Wavemaker is handling the media navigation.

We will be running it for 12 weeks and have a 60:40 marketing spend ratio between Digital and TV. We’ve been deliberate about not targeting everyone. On TV, we’ve focused on news and business channels because our TG is informed and often engages with share market news. For digital, we are using programmatic tools to zero in on customers ready to make an investment decision.

Watch the full interview on our website.