Kotak Mahindra Bank unveils new brand identity

Private sector Kotak Mahindra Bank today unveiled a new brand identity by adopting a tag line that promises simpler money management expertise to its customers.

The bank's refocused brand tag line says 'Let's make money simple'. The lender, part of the Kotak Mahindra Group, earlier had the tag line, 'Think Investments, Think Kotak'.

K V S Manian, group head, retail liabilities, Kotak Mahindra Bank, said: "The new identity builds on and expands the foundation of investment expertise that we have created over decades."

"It has been crafted in line with the organisation's philosophy and endeavour to continuously unearth value and create a brand association in line with changing consumer paradigms."

"Against the backdrop of the global financial crisis, which completely altered the way financial institutions across the globe will function, Kotak has recognised the shift in the Indian consumer's mood, orientation and mindset," Manian said.