Fuelling ambition: Kedar Ravangave on Kotak’s bold brand evolution & philosophy

In a bold move that redefines its role in the lives of customers, Kotak Mahindra Bank has unveiled a transformative brand philosophy – one that sees the bank not merely as a financial institution, but as a catalyst for ambition. At the heart of this evolution is the powerful new campaign, ‘Hausla Hai Toh Ho Jayega’, a sentiment that captures the spirit of a rising India – confident, self-driven, and hungry for growth.

In conversation with Adgully, Kedar Ravangave, Executive Vice President – Marketing, Kotak Mahindra Bank, shares the inspiration behind this shift, how it is shaping products and services, and why the bank is committed to being more than just a place to park your money—it’s here to fuel your dreams.

Kotak’s new brand philosophy positions the bank as more than just a financial institution – it is fueling ambition. What inspired this shift, and how does Kotak plan to sustain this transformation over time?

The ‘Hausla Hai Toh Ho Jayega’ campaign is the voice of an India that isn’t waiting for permission to succeed. We traveled across the country, meeting customers from self-employed professionals to NRIs, from first-time employees to the affluent, to understand what Kotak means to them. What we found was clear: Kotak wasn’t just a bank; it was a confidence booster. A financial enabler. A brand that spoke the language of ambition. But we also heard the challenges—concerns about transparency, accessibility, and reach. Instead of treating these as gaps, we saw them as an opportunity to evolve. “India isn’t waiting for a green signal. It’s already in fifth gear. Our job isn’t to launch ambition—it is to fuel it”. That’s why ‘Hausla Hai Toh Ho Jayega’ is not just an ad campaign – it’s a brand-wide commitment. A rallying cry backed by action. We’re making banking simpler, smarter, and more intuitive for every ambition, big or small.

‘Hausla Hai Toh Ho Jayega’ emphasizes Kotak’s evolution from a bank to a financial partner that fuels ambition. How will this philosophy translate into tangible offerings and services for customers?

This isn’t just a repositioning – it’s a fundamental shift in how we design products and experiences. We’re here to enable possibilities. Take Kotak 811 – what started as a digital savings account has now become a full-scale financial powerhouse. Features like ActivMoney ensure idle savings don’t just sit, but work harder. For businesses, Kotak Fyn is revolutionizing digital banking with a single, unified platform for trade, payments, and collections. And for those in need of quick liquidity, our gold loan services make credit instantly accessible with minimal paperwork. Saving shouldn’t feel like hoarding. Investing shouldn’t feel like a gamble. Borrowing shouldn’t feel like a favour. We’re making money and working smarter, so ambition doesn’t have to wait. Every offering is designed with a customer-backwards approach, ensuring that if you have a dream, you have the financial tools to get there.

The campaign is being launched across multiple platforms, including digital, print, outdoor, TV, and social media. Could you share insights into the strategy behind this high-impact, multi-channel rollout?

This isn’t just another campaign – it is a through-the-funnel, all-in, high-impact blitz. Designed for maximum presence, we’re live across TV, digital, print, outdoor, and social media. But it’s not about just being everywhere – it’s about being where ambition thrives. Ambition doesn’t stand still – it scrolls, it swipes, it moves. So, we’re showing up where it lives. The creative signature – the ‘infinity glasses’ – reimagines the Kotak ‘K’ as an infinity symbol, a visual cue that represents boundless possibilities. And we’re going beyond traditional channels: dynamic digital out-of-home, hyper-personalized social storytelling, and an extensive branch network ensure deep penetration across urban centers and Tier 2/3 markets. The infinity glasses aren’t just a design – they’re a mindset. If you’ve got the drive, the opportunities are endless. Where there’s ambition, Kotak is making sure we’re part of the journey.

Traditionally, BFSI marketing has been transactional and product-led. How does Kotak’s customer-first, segment-driven approach reshape how financial services engage with consumers?

We’re moving away from one-size-fits-all banking. Life isn’t linear, neither is ambition – so why should banking be? We’ve identified core segments:

The Common Man – Prioritizing financial security and stability
The Arrived – Focused on wealth creation and leaving a legacy
The Aspiring Indian – The dynamic, ambitious majority shaping India’s future

At the heart of this campaign is The Aspiring Indian – the self-starters, the dreamers, the relentless go-getters. You don’t just wake up one day as ‘affluent’ or ‘mass market’. People don’t fit into banking segments, so why should banking?

By putting ambition first, we’re designing financial solutions that fit real lives – not just financial categories.

Storytelling plays a key role in this campaign. How is Kotak leveraging technology and personalization to create narratives that truly connect with aspirational Indians?

Gone are the days when banks simply broadcasted messages; today, engagement is the real game-changer. We’re not just buying media, we’re earning attention. Our content doesn’t interrupt – it integrates into ambition-driven moments across digital platforms. Good marketing doesn’t interrupt your day – it fits into your ambition. And it’s not just about one-way storytelling. Through AI-driven personalization, we’re ensuring that whether you’re a student, an entrepreneur, or an NRI, you’re seeing content that speaks directly to you. We’re not telling stories. We’re amplifying the ones already being written by real people, every day.

With ‘Hausla Hai Toh Ho Jayega’ marking the beginning of a new chapter for Kotak, what can we expect in terms of future innovations, offerings, or strategic shifts in the coming years?

The ‘Hausla Hai Toh Ho Jayega’ campaign isn’t the destination – it’s the ignition point. Ambition isn’t seasonal. It doesn’t peak during campaigns and vanish after. This isn’t a sprint – it is Kotak’s new DNA.

Going forward, expect deeper financial solutions tailored for entrepreneurs, more digital-first innovations, and stronger partnerships to fuel every kind of ambition. If India’s ambition has no ceiling, why should its bank? From metro cities to small towns, from startups to salaried professionals – Kotak is here to back every ambition, every step of the way.

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