Kotak Life Insurance launches 100 Saal Jiyo! Koi Hai Hamesha'

Life expectancy in India has gone up by five years in a decade. With enhanced focus on health care, rising income levels and a better standard of living, the average life expectancy is likely to reach 77 in the next few decades. More than 60% of India’s population is in the age group of 15–59 years. At the same time, the percentage of population that is above 60 years is increasing annually.

Year

Life Expectancy Years

970

48.4

1980

55.1

1990

58.2

2000

61.3

2010

66.5

2025 est.

71

2050 est.

77

Source: 2013-Asia_Pacific_Audit-India repo

Based on current patterns of growth, India’s population is expected to grow by 16% to reach 1.4 billion by 2025. Rapid ageing will progressively become a global phenomenon in the 21st century. From 2025 to 2050 the population will increase by a further 34%, reaching 1.88 billion. Those above 50 years of age will constitute 22% of the population in 2025. By 2030 there will be approximately 180 million retired individuals. The number is higher than the similar population in many developed countries. Therefore, in about 14 years we will have highly enthusiastic retired individuals who are ready to explore the next phase of life with renewed vigour.

Kotak Life Insurance’s core purpose is to add value to a customer's life by providing protection and long term savings (PALTs). Kotak Life Insurance as a brand has chosen the warmer side to life insurance – financial planning for living a long life through a partnership that is long withstanding. The company has launched a new ad campaign, aimed at audiences in the age group 30-50 years, called “Koi Hai… Hamesha”

Essentially, the key insight is that life expectancy has gone up and people are going to live longer. There may be people who will up to a 100 years. The Indian blessing ‘Sau Saal Jiyo’ could become a reality in a sooner than distant future. The new campaign provides the backdrop for the launch of the new whole life plan, which protects your life and enables investments during that long life up to 99 years of age. “Koi Hai Hamesha” is the new brand promise that says we will be there with you for forever.

The new ad campaign has launched across TV, and digital platforms. The media plan covers leading GECs (Hindi & Regional), business, English and regional news channels. We are among the few in the category and even otherwise who have taken the sequel route. There are two TVCs – 30 seconds (main film) and 15 seconds (a sequel). The main film establishes a concern and the sequel ends with a solution where the protagonist is now happier and better informed.

The creative agency behind this ad campaign is JWT.

Creative agency details:

  • Creative Team: Nandita Chalam, Amrita Katara, Vijay Solanki.
  • Agency Planning: Shaziya Khan
  • Agency Servicing: Samarth Shrivastava, Rahul Chandwani, Varun Sinha.
  • Producer: Mekala Krishnaswamy
  • Director: Nikhil Rao
  • Production house: Jamic Films
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