It all started with a humble web domain called www.myregret.in.
People were asked to visit the domain, to express regret with their life.
The site was designed to replicate a forum.
The site asked the visitors to come back on 15th February 2007.
On the 15th of February, we created a site for Kotak Mutual Fund at myregret.in.
Now, the site was used to drive home the point that you already have regrets in life.
And not investing properly with Kotak Mutual Funds shouldn’t be one of them.
This communication replaced the existing ‘myregret.in’ campaign.
Interestingly, actual regrets posted on the website were used in the mainline campaign as well,
denoting the stark reality that the people face when it comes to investing right.
The campaign talked to the prospective customers about the benefits of investing in small/mid cap funds, asking about their regrets.