With 811, Kotak became the first bank in India to integrate the newly introduced Aadhaar-based OTP authentication process for opening a savings bank account instantly. With only Aadhaar and PAN verification, any customer can open this savings account online from anywhere, at any time.
The objective of launching 811 was to simplify banking and transform the process of opening an account. By design, 811 is a powerful digital bank account, freed of all traditional shackles.
Kotak developed the entire campaign keeping in mind the IPL fever. Popular young anchors — Gaurav, Sameer, and Archana were selected to present 811. Key features of 811 in a credible and realistic manner using real-life chemistry between the anchors. The launch film dramatised the ease of account opening with India’s first downloadable bank account, the unique selling point of 811. The TVCs portrayed the three anchors with a model playing the role of an accountant, discussing how 811 has simplified their lives – be it for sending money, buying something online, booking movie tickets, etc. It also highlighted the fact that the account can be opened anywhere, anytime with the help of a PAN card and Aadhaar details.
The IPL anchors engaged in conversation on 811 on their personal Twitter handles, taking advantage of their social media following to raise awareness. Kotak used influencers like tech guru Rajiv Makhni and platforms like Quora and Scoopwhoop to generate awareness and credibility for the product. The impact was further magnified with the help of 2,000+ ATMs and 1 lakh monthly visitors on the website.
There were 3.5 lakh (3,50,000) calls to ««811 for 3 months i.e, Apr-Jun ’17, 4 million 811 app downloads over 7 months (Apr-Oct). The immense pull of 811 increased the bank’s acquisition rate – in fact, our total customer base, increased before the roll-out of 811, in April from 8 million to 12 million on December 31, 2017, i.e, in the space of 9 months. As on June 30, 2018, the total customer base stands at 14.5 million