With the commencement of ‘insurance season’, as one calls the December to March period, one finds a deluge of insurance advertisements on television. Riding this wave is Kotak Life Insurance, which has unveiled its new brand tagline ‘Faidey Ka Insurance’. The campaign highlights the point that Kotak Life Insurance brings in investment expertise thus helping people stay a step ahead in life. The new positioning reiterates the ‘Life Insurance with Investment Edge’ fact in a direct and concrete manner.
The campaign created by JWT goes on air on December 3, 2009, and will be followed by outdoor and radio campaigns in January. Talking about the campaign, Elizabeth Venkataraman, Senior VP - Marketing, Kotak Life Insurance, said, “Insurance is a highly cluttered category with many spending huge budget on advertising. For us, the campaign is unique in the sense that it moves away from the child’s career and ambitions, which many have been focusing on, to a more real space. I would say that we are not talking of dreams, but are into selling reality.”
The campaign has a bit of a humour as it shows how parents want their children to take different careers in a bid to fulfill their aspirations. In that sense, it also showcases what the other insurance companies have been showing via their advertisements and then gently suggests to parents to refrain from forcing their expectations on their child, but allow and enable the children to exercise their choices and do what they like to do. It also reminds the parents that they should invest and plan so that they can provide maximum resources when the need arises.
Speaking on the change, Gaurang Shah, Managing Director, Kotak Life Insurance, said, “Today, consumers seek beyond protection and endowment from their insurance plans. In this context, leveraging Kotak’s core strength of investment expertise seemed a natural extension for the brand. Hence, the brand idea became ‘Life Insurance with Investment Edge’, expressed as ‘Faidey ka Insurance’. The new positioning is a reflection of Kotak Group’s extensive strength in the area of research and capital markets.”
The TVC has been made by SODA Films and will use various mediums to reach its target audience, including television, out-of-home advertising, radio and the Internet. Currently for TVC, the media plan is to use the ongoing cricket series between India and Sri Lanka and also spots during ‘Bigg Boss – 3’. It will also be seen across media channels, including GECs, news channels and movie channels. The outdoor campaign will be pan-India and reach out to consumers in the top eight metros and other focus markets of Kotak Life Insurance in Gujarat, Punjab and the Southern Region.