Kotak Mahindra Bank Limited (KMBL) has conducted an out-of-home campaign across major metro cities to reach out to new homebuyers to promote its limited period offer of a 6.65% home loan rate.
Platinum Outdoor helped KMBL bring the campaign to life using innovative billboard designs across Mumbai, Delhi-NCR, Bengaluru, Chennai, Pune, Ahmedabad and Hyderabad. The campaign comprised an interesting mix of OOH media, including the newly launched water media, which was displayed at the Bandra-Worli Sea Link.
The 10-day high visibility campaign comprised innovative techniques of a life-size balcony setup created on traditional billboards. The life-size living room setup encompassed a real brick wall construction with Kotak branding and the offer communication displayed using acrylic letters, a 15 ft. long real sofa, centre table, plants, etc., to give the feeling of a home. These home aesthetics were kept on the platform, which had the branding of KMBL and Kotak Home loans. Touchpoints were carefully selected in tandem with the new OOH mobility and relevant TG movements across markets of interest. Water media comprised a larger-than-life digital screen docked atop a container ship and parked at the Bandra-Worli Sea Link in Mumbai. Traditional media comprised billboards + bus shelters + metro pillars.
Elizabeth Venkataraman, Joint President, Consumer, Commercial and Wealth Marketing, Kotak Mahindra Bank, said, “We had a simple message to convey that Kotak Home Loans were available at an unbelievable rate starting from 6.65%*p.a. Our brief to Platinum Outdoor was that we wanted to communicate this in an innovative fashion. Platinum Outdoor’s execution has been spot on and together we have been able to create an interesting, eye-catching visual using the tools of modern-day marketing.”
Dipankar Sanyal, CEO, Platinum Outdoor, said, “In our decade-long relationship with Kotak Mahindra Bank, we have always strived to make the campaigns stand out by use of our tools for effective planning and innovations. In the current 6.65% Home Loan Rates campaign, we have followed a similar route. We have looked at more innovations by using first of its kind media like the digital display on water near Bandra. We have used some large format billboards to amplify the 6.65% story. Kotak was also the first brand to explore potential through a newly opened space at Bandra ROB with an innovative rendition of dual under construction set up with living area aesthetics. Kotak has always been at the forefront in developing extremely effective out of home campaigns and we feel privileged in partnering them.”
Platinum Outdoor is a part of Madison World that operates several brands in OOH, including MOMS, Platinum Outdoor, Activation specialist Madison Turnt, Rural specialist Anugrah Madison, Retail Specialist MRP, and Entrust. Platinum Outdoor handles marquee clients such as Tata Motors, Vodafone Idea, Zee Group, Ceat Tyres, Forevermark Diamonds, VIP Bags, Viacom 18 Network, Dollar Industries, Campus Shoes among many others. Madison OOH is a part of Madison World, which through its 11 companies served as many as 500 advertisers last year.