Speaking to Campaign India, Nandita Chalam, creative director, JWT India said, "The brief we had received was to present Kotak Life Insurance's plans as insurance with an investment edge."
Chalam added that the communication objective was to make parents aware that Kotak Life's Plans not only provide growth of your investment but also keep them safe.
Watch the TVC here:
The commercial begins with a man addressing viewers. He says that most parents tend to think that if they invest in a child plan for their children, the children will become astronauts, rockstars or cricketers of the future. Further, the man says that since even parents cannot guarantee how their child's future will shape up, it is impossible for the child plan to predict this accurately, either. The VO then takes over and introduces Kotak's Child Plans to viewers.
However, the commercial is reminiscent of Contract Advertising's recent campaign for Aegon Religare's Star Child Plans.
Chalam, however, claims that the Kotak Life Plans commercial does not make a dig at the Aegon commercial. "The TVC is not a dig at Aegon Religare or any other child plan advertising," she says.
"In order to stand out from the clutter of insurance advertising, we have deliberately stayed away from the emotional tone adopted by most insurance ads. Kotak is known as a company which knows investments well. We have put this point across in a matter-of-fact, humorous manner," Chalam adds, about breaking the clutter in the category.
"The consumer insight is that today's children have minds of their own and should be left to make their own career choices," Chalam says.
Shot by Rajesh Krishnan of Soda Films, the creative team that has worked behind the campaign includes Tista Sen, Chalam, Dhaval Ramtirthkar and Minal Pathak.