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Kotak Life Insurance launches new ad campaign

MUMBAI: Kotak Life Insurance has launched a new 360 degree advertisement campaign spanning TV, radio, digital media and outdoor hoardings across the country.


JWT is the creative agency and Keroscene is the production house for the commercial.


The campaign will run for five weeks covering TV, radio, outdoor and digital/ online modes.


TV ads will run on 32 different channels spanning Hindi, Bengali, Tamil, Kannada and Telugu for a period of five weeks. The outdoor campaign in Hinglish, Hindi, Punjabi, Gujarati, Marathi, Bengali, Tamil, Telugu and Malayalam will cover 66 cities over a three-week period. These will be augmented by FM radio and digital/online campaigns.


The campaign revolves around the concept of guaranteed and regular second income and is pegged to Kotak Assured Income Plan, the company’s flagship product. This theme is based on a usage and attitude research which indicated that in the backdrop of weak economic sentiment and concomitant concerns such as income not keeping pace with inflation, there is a strong affinity towards low risk investments which will over time graduate into guaranteed and regular second income sources.


Mapping research insight to product benefit, the advertisement’s ‘another you’ theme nudges the viewer to think of how her or his life would be if there were another her or him. The visuals show different everyday and easy to relate scenarios played to a catchy jingle inspired by the evergreen hit ‘Aap jaisa koi Meri Zindagi Mein Aaye’. The ‘another you’ here is a personification of the plan (KAIP) and the certainty of regular and guaranteed additional income it offers.

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