From Financing Vehicles to Fueling Freedom: Kotak Mahindra Prime’s Diwali Campaign That Touched Hearts

Client

Kotak Mahindra Prime is a leading provider of two- and four-wheeler loans, enabling customers across India to finance their vehicles with ease and trust.

What We Set Out to Achieve

• Create a powerful brand campaign that resonates with the celebratory and auspicious mood of Diwali.
• Move Kotak Mahindra Prime's identity from a transactional loan provider to a trusted partner in a customer's journey.
• Drive brand awareness, top-of-mind recall, and generate significant engagement across digital platforms
• Position Kotak Mahindra Prime as a preferred option for two- and four-wheeler loans

Objective

• Create a brand campaign that captured the emotion of empowerment during Diwali.
• Move the brand from transactional to aspirational.
• Drive awareness, engagement, and recall across digital platforms.
• Position Kotak Mahindra Prime as the preferred choice for two- and four-wheeler loans.

Approach

We began with a simple but powerful insight — a vehicle isn’t just a purchase; it’s a symbol of freedom. It’s the moment you take charge of your own journey. We called this feeling “Apne Pahiye Par” — On Your Own Wheels. This became the emotional anchor of the campaign — celebrating real people and real milestones through stories that reflected the spirit of progress.

The Brand Film

A collection of heartfelt moments — a family reunion, a soldier’s surprise, a sweet shop owner’s delivery — each vignette depicted the pride of being Apne Pahiye Par. The film wasn’t about loans; it was about life in motion.

The Media Strategy

We adopted a full-funnel approach on Meta and Hotstar:

• The master film served as a top-of-funnel asset to build mass awareness.
• Shorter cut-downs were used for retargeting and sustained engagement.
• Organic social content amplified anticipation, ensuring the brand stayed central to festive conversations.

Results

Apne Pahiye Par became more than a campaign — it became a sentiment.

• 21.5M+ people reached across Meta and Hotstar
• 26.3M+ video views (with 11M+ on the Hindi master film alone)
• 388K+ total engagements, including 218K+ likes on Instagram
• 21K+ Instagram and 3.5K+ Facebook profile visits
• In a month, IG reach grew by 1900% & FB by 753%
• Profile visits jumped by over 1000%

Key Takeaway

By anchoring itself in the emotion of self-reliance, Kotak Mahindra Prime shifted from being a loan provider to a brand that celebrates empowerment. Through Apne Pahiye Par, it didn’t just fund aspirations — it fueled stories of progress, proving that true brand impact happens when you connect with what moves people, not just what they buy.