Few months back i'd pitched a digital plan to Kotak personal banking wing. thought of sharing it with all.

1. Kotak@Digital

2. Kotak online search trends
Overall search trend for Kotak bank has grown in the last 7 years, with maximum
searches in early 2011.
Comparative search trends for personal banking and corporate banking has grown since
2011, indicating higher awareness levels and online marketing efforts.
Investment banking trended low on search indicating low interest levels or less content
available online.

3. Kotak online search trends
Kotak bank Vs ICICI and HDFC bank search trends
- Interest in Kotak searches significantly lower compared to ICICI and HDFC bank.
However search trend for Kotak has remained constant.
- Overall search trends for ICICI and HDFC bank shows a decline post 2011, due to
high online reach and awareness.
- States which showed high search trends for Kotak - Haryana,Maharashtra,
Karnataka, Tamilnadu, Delhi, Andhra pradesh.

4. Kotak bank Consumer profile
Savings
Working professionals
Urban women
Senior citizens
Insurance
Wealth
management
Credit cards
Families
Loans
Corporates

5. Kotak bank Digital
eco-system
Mobile website ??
Service
Personal
Banking/cards/
loans
website
Mobile site
Mobile app
Facebook
Twitter
YouTube

6. Kotak bank Digital
ecosystem
Search
Website
Facebook
YouTube
Twitter
Mobile
email
Facebook
YouTube
Twitter
website
mobile
email
Website
Mobile
Facebook
email
Website
Facebook
YouTube
Twitter
Mobile

7. Growing online segment -1
The urban Indian women
-Only 26% Indian women have accounts in
banks/financial institutes.
-13.72 % of SMB’s are run by women
entrepreneurs in India.
-Key decision maker in household grocery
purchase, holidays, renovations but may not
control the cash flow.
-Out of 150 million internet users, 60 million are
women in India.
-Email, search and social networking are the biggest
drivers for women online.
-24 million women access the internet daily,
average age group of 15-34 years
- Women account for 40% of monthly YouTube user
base.
-Women who are online are relatively more
affluent and have higher disposable incomes.
-Women accounted for 21% of online shoppers in
2012.
-Apparels and accessories are the most searched
categories by Indian women.
- 80% women recommend purchased products to
others and 25% share reviews online.
-50% women who surfed online , were influenced
by online research before buying a product.
- 1 in 4 women buy baby products online.

8. Current challenges and
opportunity
Affluent working women
is the key segment,
current product
emphasizes only on
SAVING
In developing nations
Women are driving
purchases and spending.
Very few Indian banks promote
online/mobile payment to
women. COD is preferred mode
of transaction.
“Lifestyle multi-if-not-hyper-tasking: microconvenience, mini-experiences and digital snacks
will rule in 2013.”

9. Where to Play
Gifts and
deals
“Become online shopping
& mobile payment
partner for women” –
secure, easy and
rewarding
Special offers, cash backs, deals
when using mobile/online
payment, exclusively for women.
Drive higher transaction
volumes through credit
cards / net banking.

10. Kotak e-life
Need a secure, easy and
rewarding payment option
or else will use CASH ON
DELIVERY
-The cash back deals on clothes, apparels
- multiple reward points when I shop with
partners.
-Redeem points for vouchers of online
partners
I get location based
offers from Kotak
bank mobile app
Always have e Coupons
and points handy to
redeem.
I get the latest travel deals,
online gifts and subscriptions
to women's magazines
through Kotak - web &
mobile
Kotak lets me plan & buy
my grocery, on my
Mobile.

11. Kotak e - Life
Website
Mobile
Search
Social
email
Shopping
E coupons
Easy
Payments
Social currency
Social badges

12. Kotak Facebook currency
52% of working woman and 55% of non working woman are using
Social media in India.
Corporate social responsibility initiatives generated maximum
Engagement for Indian banks on Social media in 2012.
64,000 female fans for #Kotak Mahindra Bank and growing.
Help a girl child in rural
India open a savings
account with Kotak
Super girl India
Every payment you make for online
shopping with Kotak credit/debit card
generates points, which you can donate
into a Super girl’s account – from
Facebook.
As you donate more points to the super
girl account, you start collecting Super
girl batches. Super girl batches can be
shared on Facebook/Twitter.

13. Kotak Facebook currency
As you collect more batches, you go up
The social ladder in the “Super girl
India” community. Get featured as top
contributor in the community and win a
exclusive prize from Kotak.
Facebook content
“Social independence”
•latest fashion trends (content
sponsored by apparel e-retailers)
•Kotak Women leaders – Women
leaders
•Online smart beauty contest
•Cars women drive.
•Travelogues from Women bloggers
•“Best man for a job is a Women”
Tupperware India – 993,796 fans and 25,929 talking “Social entrepreneurship”

14. Women on YouTube
“Women account for 40% of YouTube monthly users
In India”
“Indian banks have total 9000 YouTube subscribers, of
which Axis bank is the most watched and popular
YouTube channel”
Kotak bank YouTube Channel
Current content focused on industry news and
updates
Campaigns around “Ask Subbu” created
Good engagement.
2-3 videos focusing on women, highlighting
Discounts and cash backs
Education, health and fitness rated among
The top 10 content viewed by Indian women

15. YouTube content
Grow community,
engaging videos,
multiple topics
Marketing & branded content
Personal banking
Credit cards/loans
Investment banking
NRI banking
Product information
Careers
Tax saving tips
Industry overview
Super girl India
Segment content –
Kotak outsmart

16. Kotak outsmart
30 second videos, reflecting small winning moments for urban Indian women
Just saved few extra bucks when
bargained or asked for a deal
This month I’ll pay the house bills
before my husband/dad/brother
does it..
Dinner is on me
today…
Back to office after maternity
leave
My Kids are just like me “ Smart”.
Taught them how to save money
Driving school test to Lavasa
women rally
“We are going to Bali” just
booked the next holiday online.
Ordered shopping vouchers
online/mobile
Link the videos across website home page, Facebook community, twitter and create high
Engagement. Add tags and target videos for search results.

17. Growing online segment -2
The Indian youth – 15 to 24 years
-
50% of Indians are below the age of 25 years
-
98% youth believe they have the power to bring
change in the world.
-
Almost 50% youth complain online if they don’t
get good service.
-
More than 50% claim they derive power from
social networks.
-
Nearly 42% believe they will participate in a cause
or movement which affects them.
-
Only 10% look up to public figures as role models.
-
Spending behavior for Tier I/II and III city youths is
the same.
Mobile
Laptops
Tablet
PC
Device usage

18. Emerging trends for Indian
Youth
The Indian youth – 15 to 24 years
-
67% students from urban colleges want to be
“entrepreneurs” rather than doing a conventional
9 to 5 job. They are looking for quick success and
have unconventional life styles.
-
Indian youth is more responsive to conservation of
natural resources and protecting civic amenities.
-
More Indian youth are looking for real
conversations and social networks are used to
“update and connect”
-
Individual image and decision making are key to
be noticed. They want to be known by the choices
they make.
-
Collaborating with others who have similar
interests and ambitions is the path for sustainable
success.
-
6 out of 10 urban youth are rediscovering India
and show interest in it’s culture, mythology and
rich history.
#TCS survey for Indian students 2012-13

19. Where to Play - base
activation
Movie
Tickets
Online
shopping
Music
&
Concerts
Eating
out
Mobile
refills
High
engagement
Travel
Kotak makes
these services
easy, available
and rewarding.
Adoption

20. Where to Play
Life Stage – College to Career
Entrepreneur
Post graduate
Sociopreneurship
College goer
local outlook
Technology change catalysts
Frugal innovation
Enables
Base
adoption
Supports
Higher
education
Lets you
“DREAM
BIG”
mobile, website, social, email
Digital choice of medium

21. Where to Play Sociopreneurship

22. Touch points & Content
“College to Career”
Website – On C2C section offers on movie shows, refill pre paid mobile
and get shopping offers.
Mobile – Kotak C2C app lets you share your food bill instantly, buy movie
tickets and refill mobile . Keep a tab on expenses and upcoming deals on
movies, concerts, shopping. App is connected to Facebook and Twitter
and lets you share these offers with friends. See other friends who use
the Kotak app.
Facebook – micro community dedicated to Students and latest careers
trends. Managing funds and finances early on.
Cover latest college festivals, career events with a help of a youth
community member/Influencer/Blogger.
Technology, innovation and young entrepreneur news and events need
to be covered.

23. Touch points & Content
“College to Career”
Instagram – contest for best college photos and moments, get
rewarded by Kotak.
“College to Career” logo – create and upload on Instagram. The best
Logo will be selected and used on all the properties for C2C
campaigns.
“My India my rules” – Best videos from India depicting innovation,
change, growth, sustainability. Best videos get prizes and recognition
from Kotak (6 minute videos)

24. Touch points & Content
“College to Career”
30 second Videos - “whacky tips to ace the first interview”
Contest – Best video resume – Upload on YouTube and win prizes
from Kotak.
Live stream concerts and local music events.
“Pep talk” from young sociopreneurs in India. Short video
Stories.
“Student abroad” series – short video compilations from
International Indian students and experiences.
Co-create
Tell
stories
Share

26. One Kotak
Consumer
Insight
Equity
commu
nication
Digital CRM
strategy
Customer service

27. Thank You