A new commercial for Kotak Life draws its insight from real-life concerns about the economy. Elizabeth Venkataraman, senior vice president and head of marketing, Kotak Mahindra Old Mutual Life Insurance Ltd and Kotak Life Insurance, said, "Our Usage and Attitude research 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. Kotak Assured Income Plan, our flagship product, addresses precisely this need, whereby on a payment term of 15 years, the policyholder earns a fixed amount every year starting the 11th year, for the next 20 years. The current campaign draws its relevance from this backdrop and seeks to effectively marry the product to a strongly felt consumer need."
Explaining the concept of the ad campaign created by JWT India, she said, "Based on this insight and bearing in mind the product benefit, we came up with the concept of ‘Another you’ where we nudge the viewer to think of how her or his life would change for the better, were there to be another of her or him. The jingle is inspired by the evergreen hit ‘Aap jaisa koi Meri Zindagi Mein Aaye’ from the movie Qurbani. The ‘Another you’ here is a personification of the plan (KAIP) and the certainty of guaranteed additional income source it offers." The ad features a singer, a chef and a working executive being assisted by their clones in their jobs and in life, with the voiceover saying, "Agar aap jaisa ek aur hota, to guaranteed second income ho jaati (If there was one more person like you, a second income would be guaranteed)."
The marketing plan will tap TV, outdoor, on-ground, digital and social. On the digital and social media promotion, Venkatraman said, "Apart from banner ads on high traffic sites such as Yahoo we will leverage popular social media spaces such YouTube and Facebook. On Facebook, for instance, we have created a CloneMe app that lets one create a clone to take care of some important aspects of one’s online life such as posting birthday wishes and updating content. That apart we are also developing technology specific content for Android, Windows and Apple phones. Besides, customers will also be able to view and respond to the advertisement on our Landing page, which will serve as an important cog in the digital effort." The app will be available for download soon on www.facebook.com/kotaklife.
Client: Kotak Life
Creative agency: JWT India
Creative: Priya Pardiwalla (vice president and senior creative director), Steve Mathias (associate vice president and senior creative director), Anshul Sharma (senior copywriter)
Account Management: Dipika Narayan (vice president and executive business director), Farhad Elavia (associate vice president and client services director), Nivedita Lahiri (account manager), Prashant Motwani (management trainee)
Production house: Keroscene
Director: Rajesh Saathi, Keroscene Films
Producer: Simran Bedi
Director of Photography: Manikandan
Music: Sanjiv Wadhwani
Media agency: Starcom Worldwide