Kotak811, the digital banking arm of Kotak Mahindra Bank, has rolled out a campaign for World Mental Health Day (10 October) that underscores prioritising one's mental well-being.
The campaign, ‘kindness Is contagious' is conceptualised by Schbang in collaboration with the poet, Yahya Bootwala.
The video makes one reflect on our life choices while emphasising that 'kindness to self' is not merely a random act but a deliberate choice. It is a reminder that taking care of one's own well-being and prioritising ourselves should not be considered 'selfish' and overlooked.
The film has Bootwala demanding to know whether kindness to self is 'subject to market risks' that we fear putting our needs before others. Continuing in a similar tongue-in-cheek manner, the poet launches into a tirade while asserting that self-care should hold a central place in our lives and that it’s okay to extend the same love and understanding to one's own self that we readily share with others.
Manish Agarwal, business head, Kotak811 said, "At Kotak811, we hold a deep commitment to the well-being of individuals. Our brand values extend beyond financial matters, and we recognise that true wealth encompasses mental wellness. With the launch of our 'Kindness Is Contagious’ initiative, we aim to emphasise the paramount importance of mental well-being and kindness in today's fast-paced world."
He added, "This campaign serves as a platform to create awareness and initiate meaningful conversations around mental wellness. We aspire to inspire individuals to prioritise self-compassion and recognise the transformative impact of even the smallest acts of kindness. By investing in kindness, we hope to create a happier, healthier, and more compassionate society."
Harshil Karia, founder and managing director, Schbang, said, "Collaborating on this remarkable initiative with Kotak811 has been an incredible journey for us. We are proud to be a part of a campaign that addresses the vital topic of mental wellness in a relatable and engaging way. Through the 'kindness is contagious' initiative, Kotak811 is touching upon an essential aspect of well-being, aiming to make it accessible and relatable to people from all walks of life. It's been a fantastic experience working together to shed light on this critical issue and inspire individuals to prioritise their mental health with kindness."