Grab your turn, says Kotak Life Insurance

Kotak Life Insurance's new digital campaign Ab meri baari reinforces the importance of its Active Retirement plan.

Kotak Life Insurance has rolled out a new digital campaign titled Ab Meri Baari for its Active Retirement plan, its latest offering. The product has been launched with a digital video commercial that narrates the story of the common man and his dreams. The campaign is conceptualised by WATConsult, the full-service digital agency from the Dentsu Aegis Network.

The video starts with a college-going boy trying to convince his mother to let him go on a bike trip from Manali to Leh. The mother doesn't allow him as she believes that the trip will hamper his studies and ultimately his career. The boy has to give up on his passion. Years pass as he realises the usual life goals of education, career, marriage and kids. However, the video ends on a happy note when it shows how the boy, who's now a grown-up man, follows his passion after retirement, and goes on that bike trip. The message, in turn, reinforces the importance of the Active Retirement plan by Kotak Life Insurance.

Speaking about the campaign, Elizabeth Venkataraman, executive vice-president and head, marketing, Kotak Mahindra Old Mutual Life Insurance, says, "Through our #AbMeriBaari digital campaign, we want to motivate people to start planning early (35-40 years) for retirement as it will help ensure a better retirement corpus for individuals."

Venkataraman further adds, "Interests and passions are not tied to age as they once were. There is a growing focus on fitness and as a result, people look and behave young and need money to fund their interests. With technology and social media being as accessible to the retired and retiring generation as it is to the youngsters, there is immense scope to connect with the audience online. We believe this video will connect with our audiences across the chosen platforms," she says.

Rajiv Dingra, founder and CEO, WATConsult, adds, "Life after retirement is an important topic, yet it is handled with a laid-back attitude. With the Ab Meri Baari campaign, we are targeting those who do not follow their passion due to the pressures of earning their livelihood. The campaign starts with a DVC (digital video commercial) and will be followed by complete digital promotion, which include contests and social posts."

Founded in 2007, WATConsult is a digital media agency and part of Dentsu Aegis Network. It has a 200-member team spread across Mumbai, Delhi and Bengaluru. WATConsult's clientele includes Godrej, Tata, Bajaj, SAP and Nikon among other Indian and global brands.

In India, Dentsu Aegis Network is supported through its seven global network brands namely Carat, iProspect, Isobar, Posterscope, Vizeum, psLIVE, Amnet, Dentsu branded agencies -- Dentsu Creative Impact, Dentsu Marcom, Dentsu Communications, Dentsu Media, Taproot Dentsu and Dentsu Webchutney. Also, newly added to the group are the recently acquired local brands of Milestone Brandcom and WATConsult.

Kotak Mahindra Old Mutual Life Insurance is a 74:26 joint venture between Kotak Mahindra Bank, its affiliates and Old Mutual plc. The company started operations in 2001. Covering over 10 million lives, it claims to be one of the fastest growing insurance companies in India.