How KEF used real stories to turn a scholarship into a ‘Golden Ticket’ for underserved students

The ‘Future Ka Golden Ticket’ campaign by Kotak Education Foundation (KEF) is an example of how authentic storytelling, grassroots outreach, and innovative media can come together to drive real social impact. Against the backdrop of India’s evolving education landscape and the urgent need to empower underserved communities, KEF launched this integrated campaign to promote its flagship Kotak Junior Scholarship Program. By putting real scholars at the heart of its narrative, combining high-impact outdoor branding, guerrilla activations, a striking 3D digital billboard, and peer-led social media advocacy, the campaign raised awareness and boosted applications. 

Category Introduction

India’s school system (UDISE+ 2023–24) serves 24.8 crore students in 14.72 lakh schools with 98 lakh teachers. Government schools make up 69% of all schools and enrol half of India’s students. Under the National Education Policy (NEP 2020), improving foundational learning, teacher recruitment, and digital infrastructure are top priorities, with ICT access rising from 38.5% in 2019 to 57.2% in 2024. India’s ed-tech market, valued at US $10.8 billion in 2023, is projected to reach US $12.75 billion in 2024. Government schemes like PM SHRI aim to upgrade ~14,500 exemplar government schools, with over 12,000 schools already selected, many seeing enrolment increases of up to 75%.

Brand Introduction

Kotak Education Foundation (KEF) empowers children and youth from underserved communities through quality education and 21st-century skills. Guided by its ‘Inch Wide, Mile Deep’ philosophy, KEF implements high-impact, home-grown programmes focused on holistic school interventions, scholarships for higher education, and vocational training for unemployed youth. Its flagship KSHAMATA programme builds leadership, pedagogical, and digital skills for educators, aligned with NEP 2020. With the brand positioning “Walking the Last Mile with You,” KEF aspires to be an empathetic, community-first, and outcome-driven enabler of education-led transformation, deepening grassroots impact while expanding thought leadership and partnerships in India’s development sector. KEF’s communication function is designed to build a credible, empathetic voice for last-mile education equity and position the foundation as a trusted partner for CSR, government, and development bodies, with strong digital recall and authentic, humanised narratives.

Brief

Kotak Education Foundation sought to launch a high-impact, emotionally resonant, community-led campaign to amplify its Kotak Junior Scholarship Program, which supports deserving students from underserved communities. The brief was to create and execute an integrated, multi-channel campaign that would raise awareness about the scholarship, inspire confidence through real success stories, drive applications and scholar registrations, and position KEF as an empathetic, credible education partner. The campaign needed to reach both digital and grassroots audiences, encourage peer advocacy, and break through media clutter with innovative, insight-led storytelling that moved beyond mere promotion to meaningful community engagement.

Creative Idea

The core creative idea, ‘Future Ka Golden Ticket’, positioned education as a life-changing opportunity—a golden ticket to a brighter future for underserved students. Instead of generic messaging, the campaign showcased authentic stories of real Kotak Junior Scholars, who became the face and voice of the campaign. These young achievers’ stories of resilience, aspiration, and transformation added credibility, relatability, and emotional depth. The idea came alive through a heartwarming brand film, high-impact outdoor media featuring real beneficiaries, guerrilla marketing using branded tricycles in underserved neighbourhoods, and an eye-catching 3D Digital Out-of-Home ‘Golden Ticket’ activation at iconic Mumbai locations. On social media, existing scholars acted as peer mentors and advocates, guiding new applicants and inspiring their communities.

Challenges

The campaign had to overcome several challenges, including cutting through heavy advertising clutter in a crowded urban environment, maintaining authenticity while sharing real stories respectfully, motivating scholars to publicly share personal journeys and mentor others, and integrating multiple touchpoints—digital, on-ground, outdoor, and influencer—within tight timelines while ensuring message consistency and brand tonality.

Execution

Execution included a powerful brand film launched across digital platforms, WhatsApp communities, KEF’s website, and internal networks. Outdoor media placements featured real scholars on bus shelters, bus panels, and cabs. The innovative 3D ‘Golden Ticket’ billboard drew online buzz and engagement. Guerrilla activations with branded tricycles connected directly with families in underserved neighbourhoods, raising awareness where it mattered most. Social media storytelling showcased authentic, real-time scholar stories, application processes, and grassroots moments, with scholars themselves acting as community advocates. Influencer and community partnerships extended the campaign’s reach, while robust PR generated national, regional, and sector-specific coverage of scholar stories, the 3D activation, and on-ground efforts. Internal employees, programme heads, and volunteers amplified the campaign through organic advocacy and community engagement.

Results

The campaign reached over 5 crore people and, more importantly, built meaningful, trust-based connections with the right communities. It drove significant scholar registrations, sparked peer advocacy, humanised KEF’s work, and strengthened the foundation’s position as a credible, empathetic, last-mile education partner. 

“The ‘Kotak Junior Scholarship’s Future Ka Golden Ticket’ campaign reaffirmed that the most powerful advocates for a cause are those whose lives it has transformed. Our scholars became storytellers, their journeys became testimony, and communities found belief in what education can achieve”, Ganesh Raja, CEO, Kotak Education Foundation. 

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