How Kotak 811's initiative #IndiaInvited increased consumer engagement rate

Kotak 811 is the country’s first downloadable digital bank account and has been driving growth in savings accounts for Kotak. The insight to launch the digital bank account was that the brand realised that people from different walks of life tend to get intimidated to walk into a branch, because of the fear of being discriminated. To promote the bank’s offering, the brand launched the campaign #IndiaInvited, which was driven heavily by content marketing.

It allows people to open a zero-balance digital bank account which gives up to 6% per annum interest to every citizen of the country. The only requirement for opening an 811 digital bank account is that the applicant must be Indian.

The objective of the initiative was to communicate that Kotak’s 811 bank account is an anywhere, anytime digital bank account that makes banking digitally inclusive so that banking services are made accessible to every Indian, without having to visit the bank branch. #IndiaInvited welcomed every Indian irrespective of their caste, creed, gender, religion and abilities to open a digital account, from wherever they are.

The digital leg of the campaign, #IndiaInvited, conceptualised and executed by Tonic Worldwide, extended an invitation to all Indians to be a part of the movement through various innovations.

The #IndiaInvited communication was amplified on social media with the help of stories, innovations and activities that showcased the concept of inclusion and indiscrimination and called out to every Indian, urging them to join Kotak 811’s movement towards building an egalitarian society.

The objective was to engage with the audience, while keeping in mind, both the diversity and uniqueness of India and its people. #IndiaInvited was an integrated campaign across touchpoints like search, social, videos, key opinion leaders.

The campaign kick-started with the Kotak 811 customisable AR filter on Facebook. Users could click a picture alongside Ranveer Singh and share it on their profiles.

The second phase of the campaign was heavily content driven. The people were invited to share their perspectives of how they could take inspiration of non-discrimination, by emulating the bench in the story by participating in the ‘Bench Ki Aatmakatha’ activity.

Entries poured in, in the form of poems, rap songs, spoken word poetry, jokes, etc. and were judged by stand-up comedians Sourabh Pant and Sonali Thakker. As a conclusion, Kotak 811 launched a unique digital bench called ‘The Bench of Unity’. A digital community formed by over 2.5 lakh Indians who believe that they can be the change the society needs to inculcate a sense of inclusion. Stereotype-breakers like Bharti Singh and Geeta Phogat were also a part of the initiative and became members of the ‘Bench of Unity’.

The #IndiaInvited campaign got over 2.5 lakh Indians supporting the ‘no judgements’ and ‘no discrimination’ movement while fetching the brand the highest engagement in the category during the period.

In terms of quantitative results:

• Reach during the period was 9.56 million
• Impressions were 702 million
• Engagement: 8,73,000
• Views: 15 million on Facebook
• Growth in engagement rate: 47%
• Kotak had a fan growth of 7%, highest amongst the category during the campaign period.
• Kotak received the highest engagement during the campaign amongst key competitors

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