Kotak 811’s initiative of inclusiveness on digital gets support

The campaign is conceptualised and executed by Tonic Worldwide

MUMBAI: The #IndiaInvited campaign by Kotak 811 builds on the insight of inclusiveness for everyone irrespective of personal or physical characteristics and draws attention to how 811, just like a bench, does not discriminate against anyone and the messaging was led by the Bollywood Superstar Ranveer Singh.

The campaign, conceptualised and executed by Tonic Worldwide, extended an invitation to all Indians to be a part of the movement through various innovations.

The digital campaign showcases the real stories of people who have faced discrimination in the face of opportunity. Later, every Indian who wanted to support the cause, got a chance to participate by sharing the frame with Ranveer Singh using a custom-made Kotak 811 AR filter. The idea was to use technology on one of the most popular social media platforms and simplify participation for users.

In the next phase, people were invited to share their perspectives of how they could take inspiration of non-discrimination by emulating the Bench in the story ‘Bench Ki Aatmakatha’. From poems to rap songs, shayaris to mini stories, the 500+ video entries that featured on the brand’s page were both interesting and humorous, while being aligned to the brand campaign.

The contest was judged by the famous stand-up comedians- Sourabh Pant and Sonali Thakker.

The Bench of Unity is a community formed by over 2.5 lakh Indians in the digital space who believe that they can be the change the society needs to put an end to the judgemental attitude. Invitations were sent out to people who have created a unique identity for themselves by achieving great feats, despite facing discrimination and judgments from the society. Bharti Singh and Geeta Phogat were also a part of the initiative and became members of the Bench of Unity.

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