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Kotak Life creates ‘another you’

The TVC by JWT tries to reach out to consumers with the concept that this product is actually an additional financial help for the family Neha Saraiya | Delhi | January 11, 2012

Keeping in mind the value of money, Kotak Mahindra Old Mutual Life Insurance has launched a new campaign based on the theme ‘Another You’. The ad is based on in-house research conducted by the company, whose findings provided the stimuli for this campaign.

The creative idea of the campaign conceptualised by JWT revolves around ‘how two is better than one’. It personifies a possibility of ‘another you’ stepping in to lend a helping hand and shoulder the responsibilities in a better manner. While this is not possible in real life, the certainty of additional financial support that the company offers is actual.

Speaking about the idea generation, Priya Pardiwalla, Vice-President & Senior Creative Director, JWT, said, “While we explored many ideas and possibilities, one particular insight really stuck with us. At some point, we've all thought about it – if only there was another earning member in the family, one would earn a second income and life would be much easier. This was really the first building block for this campaign, plus it always helps when you find a track that perfectly matches the idea and video. Still, we tweaked the first word of the song.”

Commenting about the brief given to the agency, Elizabeth Venkataraman, Senior Vice-President & Head, Marketing, Kotak Life Insurance, said, “While we were planning the campaign for this year, our focus was on conveying the key consumer benefit, which is a guaranteed second income, in a simple but fresh manner. And that is exactly what we briefed the agency to do. We will be present on TV, Outdoor, Radio and Cinema in varying durations across the five weeks’ duration of the campaign. The campaign broke on January 9, 2012. Additionally, digital and social media also form an important part of our plan.”

The TV commercial will run across 32 different channels including Hindi, Bengali, Tamil, Kannada and Telugu. The outdoor campaign based on the TVC idea will be spread across 66 cities. The campaign will be augmented by FM Radio and digital campaign.

The TVC:


Credits: Creative Agency: JWT Creative team: Priya Pardiwalla, Steve Mathias, Anshul Sharma Account Management: Dipika Narayan, Farhad Elavia, Nivedita Lahiri, Prashant Motwani Production house: Keroscene Director: Rajesh Saathi, Keroscene Films

Producer: Simran Bedi Director of Photography: Manikandan Music: Sanjiv Wadhwani

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