Inactive to ActiveWaking up two million dormant customers.

Banks accumulate dormant accounts. The customers haven't left — they've simply stopped transacting, and the relationship has gone quiet. Re-engaging them is cheaper than acquiring new ones, and considerably harder to do without sounding like a reminder letter.

Reach 2M+ dormant customers with communication that earns a response — in a category where the default tone is procedural and the default channel is easy to ignore.

Write to behaviour, not to a segment. Dormancy is a human state with human reasons behind it, and data can indicate which reason applies. That makes personalisation a creative input rather than a mail-merge field.

Inactive to Active.

A behavioural nudge delivered through storytelling rather than through a reminder — data-informed creative for a category that rarely treats CRM as a creative surface.

• Creative Director – Copy on the Kotak Mahindra Bank account.
• Led the award-winning Inactive-to-Active campaign — behavioural nudge via storytelling.

An audience of 2M+ dormant customers, and a DMA Asia ECHO Award in 2019. No response-rate figures are claimed.

• Data-informed creativity in a regulated category.
• CRM treated as a creative channel rather than an operational one.
• Behavioural messaging that survives compliance without going flat.