Indiantelevision.com Team

(19 February 2008 6:00 pm)

MUMBAI: Kotak Mahindra Old Mutual Life Insurance Ltd (Kotak Life Insurance) has launched its new ad campaign.

Woven around the theme of making a "smart decision," the new ad reinforces the brand promise of keeping customers Zindagi se ek kadam aagey (one step ahead of life), and is based on the premise that smart financial planning is the key to staying ahead.

The campaign is triggered by the company's new product, Kotak Smart Advantage, a plan that ensures that every rupee invested by the customer is smartly used for long-term wealth creation, says the company in a release.

The new campaign has been dubbed into 6 regional languages, and has been taken across multiple media platforms - TV, print, outdoor and the internet. A radio campaign is also in the pipeline.

Speaking about the campaign, Kotak Life Insurance SVP of marketing Rahul Sinha said, "The creative route of our new TVC is very different from what is typically seen in the life insurance category. The mood that underpins the commercial is that of optimism and confidence; and the light banter between husband and wife has found resonance with our audience."

Targeted at modern, forward-looking new age men and women, the new TVC features a man telling the audience that all his family's important decisions have been taken jointly with his wife - whether it is regarding children's education or financial planning for the future. The ad goes on to show how the couple's "smart" decision has given them the confidence to stay Zindagi se ek kadam aagey.

Kotak Life Insurance introduced its brand promise Zindagi se ek kadam Aagey in November 2006.