Kotak Mahindra Bank in association with Tonic Worldwide has launched a microsite called Kotak Silk Money Matters, a financial literacy platform that assists Indian women in taking the first step towards banking and financial independence.
Tonic also rolled out a new one-minute spot to introduce the site, both of which were launched in conjunction with International Women’s Day.
Statistics have repeatedly illustrated that Indian women are apprehensive when it comes to money matters and there is a need to improve their financial access and inclusion. Thus, the initiative was undertaken.
It’s a barebones campaign that’s able to hit home with raw data and facts.
“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,” Sudish Balan, Chief Business Officer, Tonic Worldwide.
“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.”
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