Kotak Mahindra Life Insurance Company Ltd. (Kotak Life) has launched a new campaign, “Viraasat Ban Ke Hi Rahegi”, which highlights the importance of term insurance in protecting the legacies that individuals work hard to build for their families. The campaign draws from a deeply ingrained cultural insight – Indians aspire to accumulate wealth and assets to ensure stability and security for their loved ones.
The campaign film features Rajkummar Rao, who plays a protagonist dedicated to saving and building assets for his family’s future, but fails to consider the possibility of an unexpected event occurring. The film introduces Kotak Life’s Term Insurance Plans as a smart and affordable solution, ensuring that the process of legacy creation remains uninterrupted, even in uncertain times.
The “Viraasat Ban Ke Hi Rahegi” campaign aims to redefine how term insurance is perceived – not just as a financial product, but as a powerful enabler that complements the efforts of legacy building. The campaign will be rolled out across multiple digital and traditional platforms, ensuring widespread reach and engagement.
According to Ashish Nair, CMO and Head – Customer Value Management and Health Tech, Kotak Life, “The campaign ‘Viraasat Ban Ke Hi Rahegi’ speaks to the deep-rooted desire of every Indian to build a legacy for the security and comfort of their loved ones.” He added, “With this campaign, we aim to redefine how term insurance is perceived – not just as a financial product, but as a powerful enabler that complements the efforts of legacy building by ensuring its continuity.”
The campaign is a significant departure from traditional term insurance messaging, which has focused on uncertainty. Heval Patel, COO at The Womb, a creative agency, stated, “We saw an opportunity to change the conversation by focusing on what truly drives consumers – their desire to build a Viraasat.” By reframing term insurance as a tool to protect this process of Viraasat building, Kotak Life has given the category a fresh and compelling perspective.