Kotak Silk: #MomsOnDuty

Kotak Mahinda Bank, a bank, launched the Silk savings programme for women in India and promoted it through the #MomsOnDuty campaign.

Campaign details

Brand: Kotak SilkBrand owner: Kotak Mahindra BankEntrant company: Tonic Worldwide, MumbaiIdea creation: Tonic Worldwide MumbaiMarket: IndiaSector: BanksMedia channels: Online video, Social mediaBudget: Up to 500k

Executive summary

Mothers are the epitome of perpetual love, bravery and sacrifice. Being a mother isn't an easy role. With this situation of COVID-19 followed by the imposed lockdown, these challenges intensified. It has adversely affected mothers, especially frontline workers. On one hand, they have their family and children's responsibilities, and on the other, their responsibility towards society....

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