Kotak Mahindra Life Insurance has launched a new campaign, “Viraasat Ban Ke Hi Rahegi” (Legacy Will Remain), aimed at repositioning term insurance as a crucial component of legacy building. The campaign targets the Indian audience’s strong cultural emphasis on creating a “Viraasat” – a legacy of financial stability and security for future generations. The campaign suggests that while many Indians diligently save and invest, they often overlook the importance of protecting these assets against unforeseen circumstances.
The ad film, featuring Rajkummar Rao, depicts a man dedicated to building assets for his family, but questions what happens to this “Viraasat” if an unforeseen event occurs. Rao then introduces Kotak Life’s Term Insurance Plans as an affordable solution that safeguards the legacy-building process. The campaign aims to redefine term insurance as a powerful tool that complements legacy building by ensuring its continuity.
According to Ashish Nair, CMO and head – customer value management and health tech, Kotak Mahindra Life Insurance, the campaign speaks to the deep-seated desire of every Indian to build a legacy for their loved ones’ security and comfort. The “Viraasat Ban Ke Hi Rahegi” campaign will be deployed across various platforms to maximize its reach and engagement. The agency behind the campaign, The Womb, explained that traditional term insurance messaging has focused on uncertainty, and by reframing term insurance as a tool to protect this legacy-building process, they’ve given the category a fresh and compelling perspective.
The campaign is part of Kotak Mahindra Life Insurance’s brand promise “Hum Hain… Hamesha,” reflecting its commitment to standing by its customers throughout their journey. The “Viraasat Ban Ke Hi Rahegi” campaign is an attempt to reposition term insurance as a crucial component of legacy building, and its impact will be seen in the coming months as the campaign gains traction.