Kotak Life celebrates the ‘viraasat’ of mothers

The campaign has been created by Wondrlab

by e4m Staff
Published: May 10, 2025 3:16 PM | 1 min read

Kotak Life, Mothers' Day

This Mother’s Day, Kotak Mahindra Life Insurance Company Ltd. (“Kotak Life”), in collaboration with creative partner Wondrlab, launched a new film that celebrates the quiet, powerful lessons passed down from mothers, not as grand declarations, but as everyday actions that shape who we become.

At the heart of the campaign lies a simple, resonant truth: the greatest gift a mother leaves behind isn’t love, it’s Viraasat. Or as the brand beautifully puts it: "Ma ki di hui Viraasat."

Speaking about the campaign, Ashish Nair, CMO and Head - Customer Value Management and Health Tech, Kotak Mahindra Life Insurance, said, “A mother’s true legacy lies in the way she shapes hearts and minds. Her values don’t just stay with us—they become us. This film is an ode to every mother who quietly prepares her children for the world, one life lesson at a time."

Speaking about the campaign, Bhavesh Kosambia and Rahul Chandwani Content Leads Wondrlab said, “We wrote this film with an immense sense of nostalgia. The brief inspired us to journey back in time and pick out vivid moments that actually helped us learn from our mothers. It was truly a magical trip down memory lane, reminiscing and realising how much of an imprint our moms leave on us.”