Created by J Walter Thompson, Kotak Life Insurance has launched a new campaign comprising two films. The main film establishes a concern and the sequel ends with a solution where the protagonist is now happier and better informed
BestMediaInfo Bureau | Mumbai | February 8, 2016
Life expectancy in India has gone up by five years in a decade. With enhanced focus on healthcare, rising income levels and a better standard of living, the average life expectancy is likely to reach 77 in the next few decades. More than 60% of India’s population is in the age group of 15-59 years. At the same time, the percentage of population that is above 60 years is increasing annually.
Based on current patterns of growth, India’s population is expected to grow by 16% to reach 1.4 billion by 2025. Rapid ageing will progressively become a global phenomenon in the 21st century. From 2025 to 2050 the population will increase by a further 34%, reaching 1.88 billion. Those above 50 years of age will constitute 22% of the population in 2025. By 2030 there will be approximately 180 million retired individuals.
The number is higher than the similar population in many developed countries. Therefore, in about 14 years there will be more enthusiastic retired individuals who are ready to explore the next phase of life with renewed vigour.
Keeping this demographic in mind, Kotak Life insurance launched a new campaign in mid-January, created by J Walter Thompson. The campaign, aimed at audiences in the age group 30-50 years, called ‘Koi Hai Hamesha,’ has launched across TV and digital platforms.
There are two TVCs, the main film being of 30 seconds’ duration, and the next one, a sequel, of 15 seconds. The main film establishes a concern and the sequel ends with a solution where the protagonist is now happier and better informed.
Elizabeth Venkataraman, Executive VP & Head, Marketing, Kotak Mahindra Old Mutual Life Insurance (KLI), said, “The key insight is that life expectancy has gone up and people are going to live longer. There may be people who will live up to 100 years. The Indian blessing, ‘Sau Saal Jiyo’, could become a reality soon. The brand campaign provides the backdrop for the launch of the new whole life plan, which protects your life and enables investments during the long life (up to 99 years of age). ‘Koi hai hamesha’, our new brand promise, reinforces our promise to be with our customers always.”
Nandita Chalam, Senior VP & Executive Creative Director, J Walter Thompson, said, “Why should life insurance advertising be all about death and the need to plan for it? In today’s reality of longer life expectancy, should they not be about planning for a longer life? That is the thought behind our new campaign for Kotak Life Insurance.”
Both the films are crisp and send out a clear message on how one can be assured that there is someone out there with correct plans. The first film shows a group of friends who are enjoying and thinking how to plan their future post retirement. The second film gives out a clear message of how Kotak life Insurance has a perfect plan for an individual.
Chalam further said, “Set on a young man’s 30th birthday party, the commercial shows a friend teasingly blesses him saying ‘Sau saal jiyo!’ This jolts the birthday boy into realising that he needs to plan for his future. The campaign kicks off a brand new sign-off line for Kotak Life Insurance, ‘Koi hai hamesha.’ The line encapsulates the thought that no matter how long your life is and no matter how many ups and downs you face, Kotak Life Insurance is with you always.”
The media plan covers leading general entertainment channels (Hindi & Regional), and Business, English and Regional news channels.
Agency: J Walter Thompson
Creative team: Nandita Chalam, Amrita Katara, Vijay Solanki.
Planning: Shaziya Khan
Servicing: Samarth Shrivastava, Rahul Chandwani, Varun Sinha
Producer: Mekala Krishnaswamy
Director: Nikhil Rao
Production house: Jamic Films