Kedarswamy Ravangave on powering Kotak’s engagement with live events

In an exclusive interaction with Adgully, Kedarswamy Ravangave, Executive Vice President – Marketing, Kotak Mahindra Bank, shares his insights into the bank’s recent collaboration with BookMyShow, the evolution of global events into cultural phenomena in India, and how Kotak Mahindra Bank enhances its brand image by sponsoring such events. He also speaks about how Kotak creates memorable and lasting experiences for customers, emphasizing that financial services extend beyond mere transactions, as well as the power of human connections in building genuine relationships, especially in the age of AI and digital platforms, and more.

What is the objective behind Kotak Mahindra Bank's collaboration with BookMyShow for exclusive access to events like the Maroon 5 concert?

At Kotak, we aim to empower the aspirational Indian by anticipating their needs and delivering customized experiences that go beyond financial transactions. In a world dominated by screens and virtual experiences, live events provide a much-needed sense of connection, community, and joy. 

Our collaboration with BookMyShow is rooted in this belief. It’s about giving our customers moments they can treasure—whether it’s the thrill of hearing Maroon 5 live or the shared energy of a packed arena. By offering exclusive access to global events, we are fulfilling a deep-seated desire for real, visceral experiences that align with their bold, aspirational lifestyles.

How is Kotak ensuring this collaboration offers an end-to-end experience for Kotak customers, from pre-sale tickets to immersive fan experiences? 

Kotak’s commitment to its customers is built on anticipating their needs and making every interaction seamless and rewarding. We’ve thoughtfully designed the entire journey for our credit card customers to ensure an end-to-end premium experience: 

Pre-Sale Access: High-demand events can sell out in hours, so we give Kotak credit cardholders early access to tickets, ensuring they get the best seats in the house. 

Exclusive Discounts: To add value, Kotak White and White Reserve cardholders enjoy special ticket discounts. 

Hassle-Free Entry: Concert-goers can skip the queues with dedicated entry lanes, ensuring their focus remains on enjoying the experience. 

Beyond these features, our goal is to elevate each event with thoughtful touches—like surprise perks or premium lounges—that make our customers feel valued and special. 

How does Kotak create memorable and lasting experiences for customers since financial services go beyond transactions? 

At Kotak, we don’t just see ourselves as a financial institution; we’re a partner in our customers’ lives. Financial services are about trust and relationships, and the experiences we offer reflect this philosophy. 

While cashback rewards have traditionally been the norm, we realized our customers now seek more meaningful rewards—experiences they can share with loved ones, celebrate, and even showcase on social media. Live events allow us to deliver exactly that. Whether it’s witnessing Ed Sheeran live or attending Trevor Noah’s show, these are moments that resonate deeply and create a lifetime of memories. 

We are committed to evolving with our customers’ aspirations and delivering rewards that reflect the bold, aspirational lifestyles they lead.

How is Kotak committed to bringing international artists to India?

Kotak Mahindra Bank has always anticipated the evolving aspirations of the Indian audience. We were the first bank to recognize the growing demand for premium live entertainment and integrate it as a reward for our credit card customers. Over the past 18 months, we’ve presented India tours of globally renowned artists—Backstreet Boys, Trevor Noah, Ed Sheeran, Maroon 5, and more—to Indian shores. 

This commitment stems from our understanding that experiences, especially live events, create a sense of belonging and pride for our customers. It’s about giving them access to the world’s best, right here at home.

How have global events become a cultural phenomenon in India, and how does Kotak enhance its brand image by sponsoring them?

Global events are no longer niche in India—they’re a mainstream cultural phenomenon. With rising disposable incomes and greater exposure to international media, customers are actively seeking out experiences that enrich their lives and reflect their aspirations. 

Kotak enhances its brand image by aligning with these desires. Sponsoring such events reinforces our positioning as a forward-thinking partner that anticipates needs and delivers beyond expectations. For our customers, it’s a clear signal: Kotak isn’t just about banking; it’s about enabling the bold, aspirational lifestyle they aspire to.

What is the future of music and entertainment partnerships?

Music has always been a universal language that connects people. At Kotak, we’ve observed how deeply our customers value music as an experience, not just a form of entertainment. 

The future lies in deepening these connections by blending the physical and digital. Imagine augmented reality activations at live concerts or personalized content post-event. These partnerships will evolve into immersive journeys that begin well before the event and continue long after. Kotak is committed to staying at the forefront of this evolution, ensuring our customers always experience something unique and memorable.

How is exclusive pre-sale access a standout feature of Kotak’s partnership with BookMyShow?

The exclusive pre-sale access we offer is more than a perk—it’s an acknowledgment of the trust and loyalty our customers place in us. These high-demand events are moments of joy for many, and securing tickets to see their favourite artists is a significant part of that excitement. 

By offering early access to Kotak cardholders, we ensure they don’t miss out on these opportunities. It’s about delivering not just access, but peace of mind, and reinforcing our commitment to putting our customers’ needs first. 

What are your thoughts on the power of human connections in building genuine relationships in the age of AI and digital platforms?

While AI has transformed how we engage with customers—offering personalization and convenience—there’s something irreplaceable about human connection. Live events are a beautiful contrast to today’s algorithm-driven world. They remind us of the power of shared moments, the joy of being part of a crowd, and the magic that happens when people come together. 

Kotak’s investment in live events reflects our belief in creating real, human experiences that build trust and loyalty. These events allow us to connect with our customers not just as a brand but as a partner in the moments that matter most to them.

How is Kotak leveraging live events to create personal connections with customers?

Kotak’s positioning is all about empowering the aspirational Indian, and live events are a natural extension of this philosophy. By sponsoring these events, we’re not just offering entertainment—we’re creating opportunities for our customers to celebrate their passions, connect with their idols, and share unforgettable moments with loved ones. 

Every touchpoint, from pre-sale tickets to on-ground experiences, is designed to make our customers feel valued and special. It’s these thoughtful details that transform a concert ticket into a cherished memory, ensuring Kotak isn’t just a bank—it’s a partner in their journey of experiences and aspirations.