811. Does it ring a bell?
8th November 2016, the announcement of demonetization, sent citizens and banks scrambling towards a more digitalized India. Kotak Mahindra took quick action and in just four months, launched its 811 mobile app getting everything down from online banking, shopping, travel bookings to mobile recharge. The BSFI brand ran a campaign on broadcast TV themed around some of the app’s many offerings. However they wanted to make sure the app’s messaging reached a specific universe of smartphone users in India:
In less than three weeks, the brand reached out to more than 2.1 million unique individuals who missed Kotak 811 commercials on broadcast TV and YouTube.