Kotak app creates another 'you' to do your Facebook chores!

The life insurance company has launched a Facebook app that lets users clone themselves to do tasks on the social networking site.

Kotak life Insurance, in continuation with its 'Mere Jaisa Koi' campaign, has taken to digital platforms to promote its flagship product Kotak Assured Income Plan. The company has launched the 'Fayde ki Baat' app on Facebook that allows users to create a 'clone', which can do tasks on their behalf on the social networking site.

The clone, once activated, puts up posts on the user's behalf and wishes his/her friends on their birthdays. The app has an engaging user interface that allows users to pick a gender, crop a photo to be used as the face, and even pick out clothes for the clone. Additionally, it also allows users to choose their personality (funny, worldly-wise, philosophical), and tick interests ranging from sports to Bollywood. The app, on the basis of the user's choice and interests, puts up posts and links that are closest to what he/she would have put up.

Commenting on the insight behind launching an app, Elizabeth Venkatraman, head, marketing, Kotak Mahindra Old Mutual Life Insurance, says, "Digital, as a platform, allows us to create experiences and interactions around our campaign message, and hence, we thought of creating this app that brings alive the campaign thought. Much like in the ad, on Facebook, too, we say that to have another you can change your life. Your clone, once created, helps you by taking care of your online life while you live your offline one."

The company has also launched a slew of other digital initiatives to support the recently-launched TVC. Venkatraman adds, "As part of this campaign, we have used a mix of innovations and pure digital advertising (via ad networks and websites that our audience typically frequents)."

The notable innovations include a Yahoo login billboard and a video wall on Yahoo and the YouTube First Watch, which got them 6.5 million impressions for the ad. The video wall for the campaign, is available in two slots -- 9 am-12 pm, and 3pm-6 pm. Kotak Life Insurance is the first brand in India to use this property.