A year after the launch of 811 #IndiaInvited campaign that championed inclusive banking, Kotak Mahindra Bank (Kotak) has released the sequel #DreamsInvited, starring Bollywood actor Ranveer Singh, on 8/11, the date India changed. #DreamsInvited also features Indian track and field legend, PT Usha, in a pivotal role as well as a host of other ‘dreamers’.
#DreamsInvited is a tribute to a billion plus Indians and their dreams. The central plot revolves around #KhwaabonKaKhaata, the all-in-one 811 digital bank account, which is open to all and designed to financially empower the dreamers so that they have one less problem to worry about in the pursuit of their dreams. The story is packaged with humour and entertainment, led by Ranveer Singh and PT Usha.
Karthi Marshan, Chief Marketing Officer, Kotak Mahindra Group, said, “Right from its very origins, Kotak has been in the business of helping Indians across segments and geographies realise their dreams. In 2018, with our 811 #IndiaInvited campaign, we reached out to all Indians, especially the unbanked and under banked, and took giant strides towards making banking services accessible to all Indians. The new #DreamsInvited campaign builds on this narrative by acknowledging the changing mindscape and narrative of a new India and encouraging Indians to dream big and pursue their dreams, no matter how strange or incredible their dream might seem to others. Kotak 811 is open to one and all.”
#DreamsInvited is set in Dreamland Guesthouse, a modest suburban hotel in Mumbai, the city of dreams, where people from various walks of life and different parts of the country come to stay in pursuit of their aspirations. Ranveer Singh, in the lead role of a Hotel Manager, plays the protagonist who has the unique opportunity to observe people up close in the pursuit of their dreams. Much like Kotak 811, he doesn’t judge his guests but instead helps these dreamers move a step closer to their dreams. #DreamsInvited also features PT Usha – as herself –who dared to dream, defy norms and script history.
Elizabeth Venkataraman, Senior Executive Vice-President and Head of Marketing, Kotak Mahindra Bank, said, “We are seeing an exciting new wave of people, who regardless of their background or age or gender, have a dream and are prepared to go all out in their quest to achieve that dream. The film is inspired by some true stories, such as the one about the ballet dancers featured in our campaign. The boys had an unconventional dream to be ballet dancers on the world stage and their dream has come true. Dreams don’t judge and neither does Kotak and hence, the Kotak 811 #KhwaabonKaKhaata.”
The Creative Agency that worked on the #DreamsInvited campaign is Cartwheel Creative Consultancy and the Production House is Keroscene Films. With a total runtime of 60 seconds, the campaign is adopting a high-impact digital only approach.
Client: Kotak Mahindra Bank
Creative Agency: Cartwheel Creative Consultancy
Production House: Keroscene Films