MUMBAI: To celebrate International Women's Day theme #EachForEqual over the entire month of March 2020, Kotak Mahindra Life Insurance Company (Kotak Life) launched a digital campaign called #BarabariKaSaath. Women equally support the family in all aspects of day-to-day life – financial and otherwise. Through this campaign, Kotak Life stresses on the importance of protecting the family with a life insurance policy for women as well.

Kotak Life senior EVP marketing Subhasis Ghosh said, "Women are getting more and more socially empowered and contribute equally towards the household needs. Therefore, it is important to address and unlock the financial potential of women and financially secure their dependents. The #BarabariKaSaath campaign emphasises on the importance of insuring a women's life irrespective of her being a homemaker or a working professional as they contribute equally to the household needs.”

The campaign, conceptualised and executed by digital and social media agency WATConsult, revolves around a widely seen cultural Indian stereotype - that of everyone believing that 'men' are in charge, be it ordering at a restaurant or financial planning for home. It highlights the fact that when both life partners - husband and wife - equally share the responsibility of running a family, then the need to ensure a woman's life is as important as the male counterpart’s, regardless of whether she is a working woman or a homemaker.

Ghosh further highlighted the many benefits of getting a life insurance plan that every woman must know. “If you are a woman, then buying life insurance is easy on your pockets as the premium paid is lesser compared to that of men. Further, women also get a higher sum assured at the lower premium rates - they can get the sum assured of up to Rs 5 lakh with no financial underwriting,” Ghosh said.