Kotak Mahindra Bank, a Part of the Kotak Group, One of India S Leading Financial Services

Kotak Mahindra Bank Adopts a New Brand Identity

31st July 2009, Mumbai: Keeping money simple may sound difficult in tight financial markets like now; taking this challenge on is Kotak Mahindra Bank adopting “Keeping money simple” as its new brand identity. A part of the Kotak Group, one of India’s leading financial services group, the bank today unveiled this refocused brand tagline, promising simpler money management expertise to its customers.

Kotak which was the first and only NBFC to receive a banking license, over the years carved out a distinct identity with its simple & popular ‘Think Investments, Think Kotak’ tagline. With the Kotak group covering the entire gamut of financial services from personal and corporate banking to mutual funds, wealth management, insurance, Kotak Bank customer owns more Kotak made or Kotak offered financial products than the average banking customer in India. This brought to the fore the banking service provider’s role in the life of individuals and firms as that of an advisor who helps create wealth

Speaking on the change, Karthi Marshan, Head, Group Marketing, Kotak Mahindra Bank said, “The new identity builds on the promise of offering investment expertise that we have created over decades. It has been crafted in line with the organization’s philosophy and endeavor to continuously unearth value and create a brand association in line with changing consumer paradigms.”

Against the backdrop of global financial crisis which completely altered the way financial institutions across the globe think and function, Kotak has recognized the shift in the Indian consumer’s mood, orientation and mindset. This new brand identity intends to strengthen the bank’s current position and broaden its focus from investment expertise to money management support in all walks of life.

Altering the use of traditional advertising, Kotak Mahindra Bank also set a new trend in promoting this revamped brand identity. On television, subtle allusions are made to minor financial indiscretions all of us are prone to, and offers Kotak Mahindra Bank’s assistance in resolving the anxieties and conflicts that can arise out of them. The television campaign designed by McCann Erickson will be supported among other things by extensive use of the internet and other media where Kotak Mahindra bank will partner its clientele in acquiring the skills, tools and mindsets to manage their money better.

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About Kotak Mahindra Bank http://www.kotak.com Established in 1985, the Kotak Mahindra group has been one of India's reputed financial organizations. In February 2003, Kotak Mahindra Finance Ltd, the group's flagship company was given the license to carry on banking business by the Reserve Bank of India (RBI). This approval creates banking history since Kotak Mahindra Finance Ltd. is the first non-banking finance company in India to convert itself in to a bank as Kotak Mahindra Bank Ltd.

The Bank offers comprehensive business solutions that include Trade Services, Cash Management Service and Credit facilities, keeping in mind the needs of the business community. Kotak Mahindra Bank has over 212 branches spread across 124 locations in the country offering both traditional banking products and investment advisory services. The Bank has the products, the experience, the infrastructure and most importantly the commitment to deliver pragmatic, end-to-end solutions that really work.

For more information, contact: Supriya Saxena Genesis Burson-Marsteller Ph. No. 98 33 88 6335