Kotak Mahindra Old Mutual Life Insurance Ltd (Kotak Life Insurance) has launched a new brand campaign designed to reflect the new age customer who strives to stay ahead of life and is inherently competitive. ‘Zindagi se ek kadam aagey’ is the new brand promise.
Rahul Sinha, Senior Vice-president, Marketing, Kotak Life Insurance, said, “We believe that today’s consumers are becoming more aware and discerning, and are actively managing their financial affairs. There is a growing need of finding the right financial plan so that he can provide his family a secure and worry free life. Kotak Life Insurance finds itself in a strong position to share its financial planning prowess and pragmatic advice with its consumer, to provide him with that extra edge in life.”
‘Zindagi Se Ek Kadam Aagey’ is based on the premise that life is a race. Taking the child as a reference point, the new campaign depicts the varied set of challenges one is likely to face at different stages in life. The new brand TVC uses television as the lead medium and will be featured across various channels in general entertainment, news, business, sports and movie genre. This will be followed by radio in identified cities.
“We are confident that given our new range of products, 39 city reach backed by over 17,000 Life Advisors and 300 corporate agents, we are in a position to offer our customers good value for money and a power packed product basket backed by a strong and exciting promise,” added Sinha.
The TVC attempts to brings alive the message in an appealing manner that customers from all walks of life can identify with. The frame opens with a kid trying to move past a crowd of people on a bridge to reach the start point of ‘The Race of Life Marathon’. The kid cautiously toddles past making his way through the crowd and meets many people on his way. He finally manages to reach the starting point, a step ahead of others.