Kotak Life Insurance has unveiled its latest digital campaign, #LaterMayBeLate, and targets individuals aged between 30-40 years who keep on delaying their decisions to secure their loved ones’ future.
The campaign with different videos is conceptualised by What’s Your Problem, which tells the audience that #LaterMayBeLate and sometimes brings near-death experiences and showcases how these moments always make us think hard. It then urges one to act on these thoughts by taking insurance while still alive.
Directed by Surya Balakrishnan, Little Lamb Films, the first video shows a bus suddenly losing balance. One of the passengers starts thinking about his wife and children that how will they manage if something happens to him. The video mainly focuses on how people don’t realise the importance of life until a moment of realisation occurs. This initiative is an attempt to teach people about such experiences.
Directed by Jayant Yadav, Still Waters Films, the other videos show how Kotak Life Insurance makes lives insured, easy in purchasing and also the cost of insurance is also low.
Jasneet Bachal, Senior Vice-President & Head, Marketing, Kotak Life Insurance, said, “Through the #LaterMaybeLate campaign, we want to create awareness among the viewers to avoid procrastination in securing the future of their loved ones. While the need for protecting your family is established, it seldom translates into purchasing a protection cover, given the inherent behaviour to put things away for another day. In the main film, our effort has been to bring alive a ‘near miss’ situation that nudges people to realise that life can be fragile. So why should it take an emergency to make us act? Sometimes ‘Later’ could turn out to be ‘Late’. Instead, we should ‘make protecting our loved ones an emergency’. The campaign is targeted towards two defined groups of audiences – the uninitiated with the main film and the fence sitter with a set of objection handling films.”
Amit Akali, Managing Partner and Creative Head and Divya Saxena, Director, Art and Creative, What’s Your Problem, added, “India has the highest average age of people taking term insurance – 36 years. So, it’s not marriage or parenthood that pushes them. On digging deep we realised that vulnerability or the thought that something might happen to me is what makes them take insurance to protect their family. The moment of truth probably happens when they go through some sort of near- death experience or at least a slight jolt. How many times have we been in a turbulent plane – and thought of our loved ones/family? This insight gave rise to the simple creative – with the call to action to take insurance now and not postpone it, as #LaterMayBeLate.”
Ease of Purchase:
Cost of Insurance:
Agency: What’s Your Problem
Client: Kotak Life Insurance
Director: Creative and Art: Divya Saxena
Director: Account Management & Strategy: Tejas Mehta