Mumbai: Kotak Education Foundation (KEF), the CSR implementing arm of Kotak Mahindra Group in education, has rolled out an inspiring and emotionally resonant integrated marketing campaign titled “Future Ka Golden Ticket” to promote its flagship Kotak Junior Scholarship Program. With a powerful focus on authenticity and impact, the campaign brings to the forefront real-life success stories of students from underserved communities whose lives have been transformed through the scholarship.
At the heart of the campaign is a moving brand film featuring real-life scholarship beneficiaries, capturing their personal journeys and reinforcing the message that education can indeed be a golden ticket to a brighter, more empowered future.
“Future Ka Golden Ticket” goes beyond digital storytelling with a multi-channel outdoor campaign, including bus shelters, bus panels, and cab branding in key urban centres. To extend its message directly to communities, KEF has introduced guerrilla marketing initiatives, such as tricycle activations, bringing the campaign to the doorsteps of underserved neighbourhoods and creating grassroots-level engagement.
The campaign also highlights the ‘beyond scholarship’ support KEF provides—covering mentoring, academic assistance, and life-skills development, aimed at ensuring holistic growth and long-term success for the scholars. Featuring actual beneficiaries across all touchpoints lends the campaign both credibility and emotional depth, while strengthening trust in the program’s life-changing impact.
Speaking about the campaign, the Foundation reiterated its commitment to equitable access to quality education, stating that “Future Ka Golden Ticket” is more than a promotional campaign—it’s a celebration of real transformation and a call to support the aspirations of India’s youth.
The Kotak Junior Scholarship Program supports meritorious students from the Mumbai Metropolitan Region for pursuing education in the 11th and 12th standards. Alongside this, KEF also runs the Kotak Kanya Scholarship, launched in 2021, to support higher education for meritorious girls across India.
Kotak Education Foundation’s broader mission includes:
- Holistic school interventions for students and educators
- Equitable scholarships for higher education
- Vocational education and livelihood training under its Unnati project, which equips unemployed youth with IT, communication, and workplace readiness skills, ensuring job placements
For over 16 years, KEF has championed an ‘Inch Wide, Mile Deep’ approach—delivering impactful programs in Maharashtra and parts of Gujarat, and now gearing up to scale its model to drive district- and state-level education transformation for long-term, systemic impact.
Kotak Karma is the CSR identity of Kotak Mahindra Group, reaffirming the Group’s commitment to sustainable and inclusive community development.
