Kotak Mahindra Life Insurance Company has rolled out a campaign to showcase the importance of a 'complete' life insurance plan.
The campaign consists of two films conceptualised by Wunderman Thompson featuring actor Vinay Pathak.
One film (above) shows Pathak taking ashirwad from his mother before he leaves home. He goes on to seek blessings for not only a long life but to steer clear from accidents and critical illnesses too. The voice over introduces Kotak Life's full life plan which gives complete protection from death, disability and critical illnesses.
In the second film Pathak educates his neighbour about a full life insurance plan.
Subhasis Ghosh, head – marketing and group insurance, Kotak Mahindra Life Insurance Company, said, "Life insurance is usually purchased with the intent of saving tax and helping family tide over any unpredictable occurrence of death. But what happens in case of a serious illness or disability? It makes the purchased policy cover incomplete. Kotak Life’s #PooraPlan completes the incomplete by going beyond the conventional coverage and providing added benefits that cover disabilities and critical illness."
He added, "#PooraPlan aims at educating people and creating awareness about full coverage vis-à-vis traditional incomplete coverage. Our TG are adults who are 25 years and above, with increased focus on people between the age group of 30 to 45 years. Bollywood actor Vinay Pathak helps capture a serious topic in a light-hearted yet impactful manner urging viewers to be prepared for any tough situation."
Steve Priya, executive creative director, Wunderman Thompson, said, "Until now, life insurance as we know it is actually 'after life' insurance. The category is built on taking care of your loved ones, after you're gone. Death however, is just one of the outcomes. But what happens if you’re critically ill or suffer an accident that leaves you disabled. A tough conversation but one that was necessary. We decided to shake up the category and call any insurance plan that doesn't cover every eventuality as 'Aadha Insurance'."
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