Campaign India Team
Aug 02, 2017

Kotak takes on procrastinating life insurance buyers, says #LaterMaybeLate

Watch the ad films conceptualised by What's Your Problem here

Kotak Life Insurance has rolled out a campaign through which it urges individuals to take to life insurance rather than pushing the purchase to a later date. The campaign has been conceptualised by What's Your Problem and consists of four films which are running on digital and in cinemas.
Titled '#LaterMayBeLate' one film shows a group of people travelling in a bus. As the bus driver loses control, one man fears for his life and has all sorts of thoughts with regards to his family's well being if he doesn't survive. 
The other films show conversations between family members, who urge the protagonist to not delay and purchase life insurance as soon as possible.

Jasneet Bachal, SVP and head – marketing, Kotak Life Insurance, said, “Through the #LaterMaybeLate campaign we want to create awareness among the viewers to avoid procrastination in securing the future of their loved ones. While the need for protecting your family is established, it seldom translates into purchasing a protection cover, given the inherent behavior to put things away for another day. In the main film, our effort has been to bring alive a ‘near miss’ situation that nudges people to realize that life can be fragile. So why should it take an emergency to make us act? Sometimes ‘Later’ could turn out to be ‘Late’. Instead, we should ‘make protecting our loved ones an emergency’.  The campaign is targeted towards two defined groups of audiences – the uninitiated with the main film and the fence sitter with a set of objection handling films.”
Amit Akali, managing partner and creative head and Divya Saxena, director, art and creative – What’s Your Problem, explained, “India has the highest average age of people taking term insurance – 36 years. So, it’s not marriage or parent-hood that pushes them. On digging deep we realised that vulnerability or the thought that something might happen to me is what makes them take insurance to protect their family. The moment of truth probably happens when they go through some sort of near-death experience or at least a slight jolt. How many times have we been in a turbulent plane – and thought of our loved ones/family? This insight gave rise to the simple creative – with the call to action to take insurance now and not postpone it, as #LaterMayBeLate.”
Client: Kotak Life Insurance
Creative agency: What's Your Problem
Managing partner, creative head: Amit Akali
Director, creative and art: Divya Saxena
Associate creative director: Sameer Murudkar
Senior copywriter: Kriti Tiwari
Visualisers: Snehal Shewale, Anil Durgule, Shashikant Singh
Creative supervisor: Shiva Yadav
Senior Visualiser: Pawan Kotian
Account management:
Director, account management and strategy: Tejas Mehta
Account supervisor: Richa Shah
Account executive: Vini Joy
Campaign India

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