Kotak Mahindra Life Insurance has launched a new campaign called “Viraasat Ban Ke Hi Rahegi” (Legacy Will Remain) to promote term insurance as a crucial component of building a “Viraasat” (legacy) for future generations. The campaign aims to reposition term insurance as a tool to protect and ensure the continuity of one’s legacy.
In India, there is a strong cultural emphasis on creating a “Viraasat” through financial stability and security for future generations. However, many Indians often overlook the importance of protecting their assets against unforeseen circumstances. The campaign suggests that term insurance can be an affordable solution to safeguard this process.
The ad film features Kotak Life brand ambassador Rajkummar Rao, who depicts a man dedicated to building assets for his family. However, it raises a critical question: what happens to this “Viraasat” if an unforeseen event occurs? Rao then introduces Kotak Life’s Term Insurance Plans as a solution that safeguards the legacy-building process.
The agency behind the campaign, The Womb, aimed to differentiate themselves from traditional term insurance messaging by focusing on the consumer’s desire to build a “Viraasat”. By reframing term insurance as a tool to protect this process, they have given the category a fresh and compelling perspective.
The campaign will be deployed across various platforms to maximize its reach and engagement. The campaign’s goal is to redefine term insurance as a powerful tool that complements legacy building, aligning with Kotak Life’s brand promise of “Hum Hain… Hamesha” (we are with you always).
Overall, the campaign aims to educate consumers about the importance of term insurance in building and protecting their legacy, and to position Kotak Mahindra Life Insurance as a reliable partner in this journey.