Kotak Mahindra Bank has introduced a new brand campaign and philosophy Hausla Hai Toh Ho Jayega (With courage, everything is possible) to promote ambition and reflect the spirit of the aspirational India. The essence of the ad campaign lies in how it brings that to life for consumers—through service, experience, and delivery.
Kedarswamy Ravangave, Executive Vice President – Marketing, Kotak Mahindra Bank, believes that a powerful brand positioning only works when the product and platform uphold the same conviction as the communication. If an organisation doesn’t deliver on it, it’s just a great tagline without real brand movement.
He also said that consumers today are more self-assured and Kotak’s goal is to be their partner—not their gatekeeper—through platforms like 811, which welcomes every dreamer without judging their balance, or through intuitive credit products that anticipate needs.
“We are institutionalising the Hausla philosophy. It’s not about building for the affluent, but for the bold. And boldness is not about class; it’s a mindset. We’re shifting from brand storytelling to brand behaviour—from eligibility to possibility,” stated Ravangave.
He emphasised that the bank’s guiding mantra must be more than just a slogan and should be a filter applied to every product, service, and customer experience.
Ravangave elaborated, “Let’s say we ran an ad with ‘Hausla Hai Toh Ho Jayega’ but a customer still had to prove their eligibility when applying for a loan—that would be a mismatch.” He contrasted this with a more aligned example: “If a long-time customer wanted to buy a car, and we proactively offered her a pre-approved loan, that’s brand behaviour.”
Kotak is aiming for seamless consistency across all platforms, ensuring that whether customers walk into a branch, use the mobile app, or contact customer support, the brand’s core values remain evident.
Banking on IPL
With the Indian Premier League (IPL) captivating millions across the country, Kotak Mahindra Bank has also found fertile ground to connect with the audience through its campaign.
“IPL is not just a cricketing event; it’s India’s biggest Hausla arena. Every game showcases raw, unscripted ambition—comebacks, rookies outperforming veterans. This aligns perfectly with our brand philosophy,” said Ravangave.
He further explained that the bank has even run zero-product print ads, simply sharing real consumer stories like Kisan Connect or Elizabeth, who started her own business with the brand’s support. Through these narratives, IPL becomes a megaphone to amplify stories of everyday resilience and hope.
Kotak’s strategy also lies in how it converts fleeting attention into lasting engagement. “IPL provides attention; experience ensures retention,” Ravangave noted. “We’ve designed the entire campaign as a conversion flywheel—from scanning a code to engaging via WhatsApp or opening a Kotak 811 account, the journey is frictionless.”
A major component of this strategy is hyper-personalisation. Ads shown during matches are dynamically tailored based on platform and user behaviour. “Whether you’re watching on JioCinema or Hotstar, the ads you see are tailored through a grid of hyper-personalisation and dynamic creative optimisation,” he explained.
Kotak Mahindra Bank has recently introduced Kotak Studio—its in-house content production unit. Moving away from the traditionally stiff, information-heavy messaging in the BFSI sector, the bank is embracing a more emotional, human-first narrative approach designed to foster trust and confidence in managing money.
Ravangave elucidated that Kotak Studio is not about chasing virality—it’s about creating valuable, human-first narratives. BFSI traditionally leans on information-heavy monologues, but now the brand is evolving to emotion-led storytelling that shapes confidence in managing money.
Kotak Studio produces relatable stories that celebrate everyday resilience—focussing on individuals who demonstrate hausla (courage) not just in how they bank, but in how they live. “We collaborate with creators, not just influencers. Our focus is to simplify and humanise finance—stories of people showing hausla,” Ravangave noted.
To deliver this content effectively, Kotak has shifted from a conventional marketing model to a consumer-first distribution strategy based on what it calls the 4S framework: Search (Google, YouTube), Stream (OTT platforms, YouTube), Scroll (Instagram, Facebook), and Shop (e-commerce sites, app journeys).
On the topic of influencer partnerships, the bank takes a measured approach, particularly given increasing scrutiny from regulatory bodies like SEBI and RBI. “As a bank, we can’t ‘rent’ credibility. It must be earned. Influencers can offer reach, but credibility in BFSI must be owned through actions,” Ravangave stated.
He also emphasised that content integrity is paramount: “We avoid chasing virality if it risks consumer harm. Finance is deeply personal—irresponsible content can have serious consequences. Creators should be accountable for outcomes, not just engagement. That’s how we unlock the true potential of the creator economy,” he said.
Looking ahead, Kotak is continuing to expand its creative footprint beyond IPL. One of its flagship initiatives is Hausla Talks, a new IP designed to spotlight inspirational stories that resonate with a broad audience.
“We’re not treating this as business-as-usual. We see ourselves as a believer in India, not just a bank. Expect high-decibel campaigns, custom IPs, and storytelling that challenges BFSI norms,” Ravangave conveyed.
