**Kotak Mahindra Bank’s Bold New Brand Campaign: ‘Hausla Hai Toh Ho Jayega’**

Kotak Mahindra Bank, one of India’s leading private-sector banks, has unveiled a new, strategic brand campaign that is centered around the powerful philosophy of ‘Hausla Hai Toh Ho Jayega’ (With courage, anything is possible). This new initiative marks a significant shift in the bank’s marketing approach, moving away from traditional product-focused messaging to a broader narrative that aligns with evolving consumer attitudes in India’s financial landscape.

In an exclusive interview with *afaqs!*, Kedarswamy Ravangave, the Executive Vice President of Marketing at Kotak Mahindra Bank, shared insights into the campaign, emphasizing that the new tagline is much more than just a marketing slogan. According to Ravangave, the phrase encapsulates a “mindset shift” that resonates with the core of the bank’s new positioning. “Hausla Hai Toh Ho Jayega is not just a tagline or a promotional effort—it represents a mindset shift,” he says. “India is going through massive transformations, especially in the BFSI (Banking, Financial Services, and Insurance) sector, and Kotak is at the center of this change.”

### The Shift in Consumer Behaviour

The campaign’s creation stemmed from Kotak’s keen observations of changing consumer behavior in India. Over the past few years, the profile of Indian consumers has undergone a remarkable transformation. Today’s consumers exhibit a renewed sense of boldness and self-assurance. Ravangave notes that individuals no longer aspire solely to work at multinational corporations; instead, they aim to become entrepreneurs, launch their own businesses, secure funding, and even create unicorn startups. This shift in the mindset of the Indian consumer, driven by an increasing desire to break free from traditional career paths, inspired Kotak to align its messaging with the idea of empowerment and possibility.

Kotak Mahindra Bank has long prided itself on being a challenger brand, and this evolving consumer attitude naturally led to the development of the ‘Hausla Hai Toh Ho Jayega’ philosophy. The campaign seeks to reflect the growing sense of possibility and determination among Indian citizens, particularly the younger generation who are increasingly setting ambitious financial goals for themselves.

### The Campaign’s Conceptualization

The creation of this bold, 360-degree campaign took over seven months, as Kotak’s marketing team embarked on an in-depth process of understanding the shifts in consumer behavior. The team aimed to transition the consumer mindset from the traditional notion of ‘eligibility’—the idea that financial products were accessible only to those meeting certain criteria—to the more aspirational and empowering mindset of ‘possibility.’ Ravangave explained, “We spent months understanding shifts in consumer behavior, moving from the traditional banking mindset of ‘eligibility’ to one of ‘possibility.’” The team invested considerable effort in researching multiple concepts and gathering feedback from both consumers and employees before finalizing the campaign.

### Leveraging the IPL and Cricket

As part of the new brand strategy, Kotak Mahindra Bank has identified the Indian Premier League (IPL) as a key media platform for amplifying the reach of the campaign. The IPL, one of the most popular and widely viewed sporting events in India, provides a unique opportunity for Kotak to engage with millions of cricket enthusiasts. Ravangave acknowledges that this year is particularly important for Kotak, with the bank becoming more visible and aggressive in its marketing efforts across key media properties.

“Cricket plays a significant role in our marketing strategies, and Kotak has been actively engaged with the IPL and various other cricket tournaments, including the Champions Trophy,” Ravangave explains. However, he stresses that Kotak’s approach goes beyond mere visibility in the market. “We are taking a more personalized and customized approach, ensuring our partnerships drive business KPIs rather than just brand visibility,” he adds. This reflects Kotak’s focus on using cricket as a platform not only for brand awareness but also for driving tangible business outcomes.

### Evolving Media Strategy: The Blending of Traditional and Digital

Kotak’s marketing strategy for this campaign goes beyond just placing ads on television or print media. The bank has embraced a “through-the-funnel” approach, which integrates both traditional and digital media. Ravangave firmly rejects the outdated notion of a rigid split between traditional and digital media. “The traditional-versus-digital debate is outdated. Everything is interconnected now. The focus should be on the consumer journey rather than media classifications,” he asserts. The approach reflects the bank’s understanding that today’s consumers engage with content across a range of platforms, and a seamless experience that connects all touchpoints is essential for driving deeper engagement.

As a result, Kotak has significantly invested in digital marketing and performance-driven initiatives, with a focus on upper and mid-funnel activities. The bank also understands the importance of digital content and content marketing in today’s consumer landscape. With the rise of digital feeds and social media, Kotak is shifting its marketing investments toward platforms that allow for more interactive and engaging experiences, like OTT platforms and collaborations with tech companies.

### Financial Education: The Role of Content Marketing

In a sector as complex and intricate as banking and finance, consumer education plays an essential role. Ravangave emphasized that Kotak Mahindra Bank views content marketing as an integral part of its strategy. The bank understands that financial decisions have far-reaching implications for consumers, and providing useful, relatable, and actionable financial content is a critical part of their marketing strategy.

To make this content more engaging, Kotak is launching *Hausla Talks*, a new storytelling platform where real consumers share their financial journeys. Through these stories, Kotak aims to make financial literacy more relatable and inspiring for the masses. “This initiative will bring financial literacy to life through relatable, inspiring stories,” says Ravangave. This focus on financial education also plays into the broader goal of empowering consumers by helping them navigate their financial decisions with confidence and understanding.

### The Rise of ‘Finfluencers’ and Influencer Marketing

With the rise of social media, ‘Finfluencers’—influencers who focus on finance-related content—have become an influential force in shaping consumer behavior. These financial influencers boast large followings on platforms like Instagram and YouTube, and their advice often carries significant weight with their audiences. Kotak is mindful of this shift and understands the power of influencers in the BFSI sector. However, Ravangave is careful to point out that credibility in finance cannot simply be bought or rented. “Unlike other categories where influencers can simply endorse products, credibility in BFSI cannot be rented—it must be earned,” he notes.

Kotak’s approach to influencer collaborations is thus rooted in measurable outcomes, ensuring that the partnership aligns with specific key performance indicators (KPIs) and contributes meaningfully to the bank’s overall objectives.

### Industry Trends Shaping Kotak’s Strategy

Two major trends are shaping Kotak Mahindra Bank’s strategy in the BFSI sector. First, the digital transformation of banking and financial services has created an expectation for seamless, user-friendly digital experiences. “Legacy banks must evolve quickly to offer seamless digital experiences,” Ravangave says. Kotak Mahindra Bank was ahead of the curve in this regard with the introduction of its mobile banking app, Kotak 811, which has set a benchmark in the industry. The bank continues to innovate in this space to stay ahead of the competition.

The second shift is psychological, with consumers now expecting banks to be enablers of their dreams rather than gatekeepers of financial services. Ravangave explains, “Consumers no longer want banks to dictate eligibility; they expect banks to enable their dreams.” This shift is reflected not only in Kotak’s product offerings but also in its customer interactions and branch designs. The bank’s branches now prioritize creating spaces for relationships, as opposed to merely transactional counters.

### Conclusion: The Future of Kotak Mahindra Bank

Kotak Mahindra Bank’s latest brand campaign, centered around the tagline ‘Hausla Hai Toh Ho Jayega,’ signals a bold move towards empowering consumers in India. With a clear focus on enabling financial aspirations rather than simply fulfilling transactional needs, the bank is positioning itself as a forward-thinking brand that understands and adapts to the evolving needs of Indian consumers.

By embracing a blend of traditional and digital media, leveraging cricket as a platform for deeper engagement, and promoting financial literacy through content marketing, Kotak is poised to make a lasting impact on both brand awareness and business outcomes. The campaign’s emphasis on possibility, empowerment, and the courage to take bold steps aligns perfectly with the dynamic, entrepreneurial spirit driving today’s Indian consumer.

Author: Kashish Ghosh