Kotak811 Launches DOOH Campaign for Infinity Metal Debit Card’s New Colour Variants
Kotak811 has rolled out a Mumbai-wide digital out-of-home campaign for its Infinity Metal Debit Card, showcasing four new colour options and targeting Gen Z and millennials.
SociapaHQ
Kotak811 has launched a digital out-of-home (DOOH) campaign across Mumbai to promote the expanded colour range of its Infinity Metal Debit Card. Created by Schbang, the campaign introduces four new colour options-Rose Gold, Gold, Black and Red—alongside the existing Silver variant under the theme, "The Power of Metal, Now Crafted in Colours."
The campaign is running on large format digital screens on key commuter routes such as Western Express Highway, BKC Connector and Eastern Express Highway. It is also available at high-footfall locations like Bandra Sea Link, Andheri, Goregaon and Bandra Kurla Complex (BKC) and extends into Mumbai Metro stations at BKC and CST to ensure visibility among commuters.
The campaign targets primarily Gen Z and millennial consumers, and is a departure from traditional banking advertising. The communication instead focuses on the design and colour options of the Infinity Metal Debit Card and not on product features like cashback, lounge access, insurance or forex benefits.
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Lifestyle Positioning:
Kotak811 has positioned the card as a lifestyle accessory and not a banking product and the idea is to make it a reflection of personal identity and choice. The company said that the Infinity Metal Debit Card is one of the few premium metal debit cards in India that comes with five colour variants.
The outdoor campaign is a part of a larger multi-channel marketing campaign for the Infinity Metal Debit Card available with the Kotak811 Super Savings Account.
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Commenting on the campaign Art Director, Schbang, Tanveer Jadhav said, “The creative thought was inspired by Michelangelo’s The Creation of Adam. He said the iconic passing of something valuable was reinterpreted to represent opportunity, uniqueness and choice, creating a campaign that connects the product’s design to consumer aspirations, but is flexible across multiple platforms.
