Kotak 811 Buzzer Activity
Category
Brand Activation
Category
Brand Activation15+ buzzer units | 9 cities | 100+ installations achieved in 2.5 months, with the activation continuing.
From one installation in Mumbai to more than 100 corporate park installations across nine cities in just 2.5 months, the Kotak 811 Buzzer Activity turned a playful brand experience into a growing nationwide programme.
Creating engagement through play
The objective was to attract corporate employees and create buzz around Kotak 811 through an experience they would want to participate in. The activity needed to capture attention, spark curiosity and give people a compelling reason to interact with the brand during their workday.
The Idea
Scaling a Corporate Park BTL Activation Across 9 Cities
What started as a single corporate park activation in Mumbai quickly evolved into a multi-city BTL programme for Kotak 811. The objective was simple: break through the everyday corporate environment and create an engaging brand interaction employees would willingly participate in. The “Hit 8.11” challenge turned Kotak 811’s signature number into an easy-to-understand game, giving participants the opportunity to test their timing and win prizes. The installation paired bold black-and-red branding with an illuminated frame, a digital display and a prominent red buzzer. Its straightforward invitation to play and win a gift made the experience easy to understand and approachable.
From Mumbai to Nine Cities
The campaign launched with one buzzer installation in Mumbai. The strong response to this initial activity prompted an expansion, taking the experience to corporate parks across Mumbai, Bangalore, Chennai, Delhi, Pune, Gurgaon, Noida, Kolkata and Hyderabad.
A consistent installation design and repeatable game format supported the rollout across locations, giving employees in each city the opportunity to experience the same branded challenge.
Results
From 1 Installation to 100+ in just 2.5 months, the activation scaled from one installation in Mumbai to:
15+ Buzzer Units | 9 Cities | 100+ Corporate Park Installations
And the activation continues to run. The response to the Mumbai launch provided the foundation for this expansion. By combining a simple challenge with the chance to win prizes, Kotak 811 created a participatory workplace experience that could be repeated across corporate parks at scale.
For Crewtangle, the project demonstrates what effective BTL is about: a simple brand idea, translated into an engaging physical experience and built to scale consistently across markets.
Concept to execution. One experience. Multiple cities. 100+ installations and counting.
Takeaway
Crewtangle’s role was to take the activation from an engaging concept to a repeatable, scalable on-ground experience. From the initial Mumbai installation to the subsequent multi-city rollout, the focus was on maintaining consistency in the consumer experience while managing the operational requirements of executing across multiple corporate parks.
The activation expanded across Mumbai, Bangalore, Chennai, Delhi, Pune, Gurgaon, Noida, Kolkata and Hyderabad, using a consistent installation and game format across locations.
The project brought together the key elements required for a scalable BTL activation — branded fabrication, interactive engagement, multi-location deployment, installation coordination and consistent execution across cities.
The simple “Hit 8.11” mechanic made participation quick and intuitive, while the bold black-and-red installation, digital timer and buzzer created visibility within busy corporate environments.