Kotak811 adds four new colours to Infinity Metal Debit Card with Mumbai OOH campaign

MUMBAI: Banking is getting a splash of colour. Kotak Mahindra Bank has expanded its Kotak811 Infinity Metal Debit Card portfolio with four new colour variants and backed the launch with a city-wide digital out-of-home (DOOH) campaign across Mumbai.

Developed by Schbang, the campaign introduces Rose Gold, Gold, Black and Red variants alongside the existing Silver card, taking the total number of colour options to five. Anchored by the tagline, “The Power of Metal, Now Crafted in Colours”, the campaign shifts the focus from banking features to personal identity and self-expression.

The outdoor campaign spans some of Mumbai’s busiest commuter corridors, including large-format digital screens along the Western Express Highway, the BKC Connector and the Eastern Express Highway, stretching from Bandra to Chembur. Prominent placements have also been secured near the Bandra-Worli Sea Link, Andheri, Goregaon and Bandra Kurla Complex, areas that attract a significant Gen Z and millennial audience, the primary target customers for the Kotak811 Super Savings Account.

The campaign also extends into Mumbai’s Metro network, with digital displays at the BKC and CST Metro stations, ensuring visibility among thousands of daily commuters.

Unlike conventional financial services advertising, which typically highlights interest rates, cashback offers or product benefits, the new campaign places the card itself at the centre of the creative. Features such as airport lounge access, cashback, forex benefits and insurance are deliberately absent from the outdoor communication.

Instead, the creative adopts a design-led approach more commonly associated with technology or fashion brands, inviting consumers to see the card as an extension of their personality rather than simply a payment instrument.

The Infinity Metal Debit Card is among the few premium metal debit cards in India to offer customers multiple colour options. The outdoor campaign forms part of a wider multi-channel rollout supporting the product’s availability through the Kotak811 Super Savings Account.

Speaking about the creative approach, Tanveer Jadhav, art director at Schbang, said the objective was to create a memorable idea rather than simply showcase five coloured cards. He explained that the campaign draws inspiration from Michelangelo’s The Creation of Adam, reinterpreting its iconic gesture to symbolise opportunity, choice and individuality while linking a product feature with evolving consumer aspirations.

As financial brands increasingly compete for younger, design-conscious consumers, Kotak811’s latest campaign signals a broader shift in banking communication, where aesthetics and personal expression are becoming as important as product features in capturing attention.