Simplifying money may sound even more difficult during times like these; taking this challenge on is Kotak Mahindra Bank, adopting “Let’s make money simple” as its new brand position. A part of the Kotak Mahindra Group, one of India’s leading financial services group, the bank today unveiled this refocused brand tagline, promising simpler money management expertise to its customers.
The first and only NBFC in India to receive a banking license, Kotak Mahindra Bank carved out a distinct identity with its simple & popular ‘Think Investments, Think Kotak’ tagline. This brought to the fore the banking service provider’s role in the life of individuals and firms as that of an advisor who helps create wealth.
Speaking on the change, KVS Manian, Group Head, Retail Liabilities, Kotak Mahindra Bank said, “The new identity builds on and expands the foundation of investment expertise that we have created over decades. It has been crafted in line with the organization’s philosophy and endeavour to continuously unearth value and create a brand association in line with changing consumer paradigms.”
Against the backdrop of the global financial crisis which completely altered the way financial institutions across the globe will function, Kotak has recognized the shift in the Indian consumer’s mood, orientation and mindset. This new brand identity intends to strengthen the bank’s current position and broaden its focus from investment expertise to money management support in all walks of life.
The broader platform of money management will enable Kotak to make available its financial savvy not just in the context of investments, but also in the more mainstream spaces of spending and saving. Kotak will bring its considerable financial expertise to bear on helping people take more informed and educated decisions on their loans, deposits, credit cards, bill payments et al, enabling wealth creation through simple steps in our everyday lives.
Altering the use of traditional advertising, Kotak Mahindra Bank also set a new trend in promoting this revamped brand identity. On television, subtle allusions are made to minor financial indiscretions all of us are prone to, and offer Kotak Mahindra Bank’s assistance in resolving the anxieties and conflicts that can arise out of them. The television campaign des