~ Conceptualised and Executed by Tonic Worldwide ~
Mumbai, 08th March 2021: Kotak Mahindra Bank, is celebrating Women’s Day by launching a unique and innovative campaign enabling women to take a step towards financial freedom. Kotak Mahindra Bank in association with Tonic Worldwide has launched a microsite called Kotak Silk Money Matters (www.silkmoneymatters.com), a financial literacy platform that assists the Indian woman in taking her first step towards banking and financial independence.
Statistics have repeatedly illustrated that women are apprehensive when it comes to money matters and there is a need to improve their financial access and inclusion. The world of finances can get overwhelming and the campaign is conceived with the aim of increasing their financial understanding, and ultimately, their financial inclusion. With Kotak Silk, a savings account that is specifically designed to meet all the banking needs of the modern India woman, International Women’s Day was the perfect opportunity to leverage this product and build a community of women who wish to navigate through this seemingly complex world.
Sudish Balan, Chief Business Officer, Tonic Worldwide says, “Today, most women across the nation are at par with men in all aspects of life. Yet, there are women who take a backseat when it comes to financial management and we do know that money matters. Just like every other Women’s Day, brands will be telling women to bring about a change. We wanted to take a step further and do something to empower women with the ‘HOW’ of doing it, not just for one day, but everyday. While we observe new disruptions in digital advertising, Kotak Silk partnered with us on a purpose driven mission to simplify banking for the Indian woman.”
The platform is a one-stop destination for learning all things banking and finance. What sets this platform apart is that it offers personalised learning modules with simple tutorial videos on various topics like investments, savings, digital banking, bill payments, etc.- as per an individual’s interests. Beyond that, to further amplify the message, the brand has also tied up with noteworthy women from different industries, such as Mandira Bedi, Manya Singh and others who share their stories of financial independence and urge all women to take charge of their finances.
Taking a step ahead and diversifying the learning experience, the brand has also collaborated with experts across various sectors to conduct interactive webinars on topics like the basics of investing, how to plan finances, basis life stages, etc. Moreover, the platform will soon be offering articles and blogs that will simplify banking and financial for the audience. To ensure women can find their network, drive discussions and discuss money matters with women from different walks of life, the platform also has a gateway to the online community of Kotak Silk Money Matters – a Facebook group dedicated to women.