Kotak campaign encourages people to prepare for the 'new normal'

The world after COVID-19 might not be the same as before, a sentiment Kotak has tried to bring out in its musical 'new normal' campaign.

To help prepare Indians to lead a safer, more thoughtful and empathic life as the nationwide lockdown to contain the coronavirus pandemic is gradually lifted, Kotak Mahindra Bank has launched a cheerful and light-hearted musical campaign that conveys the importance of slowing down, exercising restraint and learning from this crisis, as we head towards a new normal.

The voiceover song on an animated video has been composed by music composer and producer, Ram Sampath, and written and sung lyricist-actor Swanand Kirkire. The video has been conceptualised by Cartwheel Creative Consultancy and the animation has been designed by Plankton Collective. 

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Helmed by Saavdhan Sing and Vishram Sing — the central characters of the film, ‘Oh jazbati Bhaarat waasi, Mann ki Lagaam ko aaj tu kass le... Tere Charan Kamal Kaabu Mein Rakh Le’ asks Indians to take a pause and slow down, pay attention to the signals that nature is sending and be grateful for the second chance that we have been given. The animated film shows men and women, boys and girls all struggling with the lockdown, and then coming to terms with its merits. Even as they long to go out, Saavdhan Sing and Vishram Sing nudge them to be wise, be strong, and slow down.

Karthi Marshan, President and Chief Marketing Officer, Kotak Mahindra Group, said, “As we get ready to restart life in the new normal, our natural instinct is to resume from where we left off and revert to the way we lived our lives before the lockdown. That is likely to be very unsafe not just for us, but also our kith and kin, as well as the community at large."

"Through this charming and cheerful song, Kotak is sharing the message that all of us must get wiser from our learnings, and continue practising social distancing and all the safety norms that kept us safe and alive during the lockdown. Our aim is to spread positivity and convey that while things are tough, by staying together, taking care of oneself and each other, we can overcome mankind’s biggest crisis," he added.