Kotak Mahindra Life Insurance Company (Kotak Life) has launched a digital brand campaign titled ‘Karo Life Ki Search Shuru’, with the aim to educate consumers on the importance of having life insurance early on in life and stop them from procrastinating their decision to secure the future of their loved ones.
The campaign has been conceptualized by hybrid> and the launch video of the campaign showcases how a customer can benefit by getting a bigger cover at less premium if he/she buys the insurance cover early with Kotak e-term plan.
Subhasis Ghosh, joint president and head – marketing, Institutional Business and Alliances, Kotak Mahindra Life Insurance Co, said, “Kotak Life is committed to increasing Insurance awareness and expanding insurance penetration across India. Our research showed that while the awareness level to buy a life insurance cover has increased due to the pandemic, however, the urge to buy insurance is yet to increase despite knowing the importance of having one.”
“Our digital campaign takes a fresh approach to bridging the gap between people wanting to buy vis-a-vis people actually buying life insurance by highlighting the benefits of taking an insurance policy early on in life to avoid future uncertainties,” he added.
Omkar Joshi, founder and chief creative officer at hybrid> said, “Kotak Life is one of the pioneers of creative communications in the life insurance sector. The campaign – #KaroLifeKiSearchShuru, addresses a peculiar habit of people when it comes to buying life insurance – ‘procrastination’. If people take the first step of finding more information, they will realize how delays can hurt them and their families in the long run. We’ve introduced humor into the communication with a slick core line that’s surely going to resonate across the country.”