Online Traffic and Leads Increased by 50% during the T20 World Cup Ad: Kotak Mutual Fund

The campaign consists of three short films that depict varied lifestyles—all linked by a shared financial predicament—a middle-aged couple, a young man at an office, and a young lady out with her friends, all fretting about their ambitions that they may have to 'skip'. Hyperconnect, a Mumbai-based digital marketing agency, conceptualized and developed the campaign.

The campaign began with OOH advertising and was subsequently put on Disney+ Hotstar throughout the duration of the recently finished ICC T20 World Cup on connected TVs (CTVs) and other digital screens. As a consequence, Kinjal Shah, Kotak Mutual Fund's head of digital business, marketing, and analytics, claims that the campaign produced concrete outcomes for the organization.

"We had a 50% increase in online traffic. Obviously, this correlates into the amount of leads created over this time frame. We anticipate an increase in these figures as our campaign grows over time," he continues.

Shah claims that Kotak's self-conducted surveys and market research provided the campaign's primary insight."Before we try to bring fence-sitters or non-investors on board, we need to understand why individuals choose SIPs.Our previous investors reported that the primary reason people pick SIPs is to pursue a certain ambition. It may be a dream automobile or the desire to send children abroad, among other things. We intended to use this understanding in our campaign to communicate in a language that people could comprehend."