Kotak Life Insurance Launches its Digital campaign #LaterMaybeLate

Kotak Life Insurance today unveiled its new digital campaign #LaterMayBeLate. The campaign is aimed at creating awareness among individuals in the age group of 30 to 40 years, who procrastinate their decision to secure the future of their loved ones.

The premise of the campaign is based on an in-depth research, which highlights two key human behavioral traits – ‘invincibility’ & ‘procrastination’. Unfortunately we deal with vagaries of life not realizing that one of the most important security for family‘s future is left for last. People don’t see the importance of Life Insurance until a moment of realisation dawns upon them when they experience a jolt in their lives. #LaterMayBeLate is an effort to educate people about such experiences without being preachy or critical.

The campaign comprises of short, crisp and share worthy videos that will appeal to audiences across chosen platforms – Digital & in cinemas. #LaterMayBeLate brings near-death experiences / emergencies to life by showcasing how these moments always make us pray and think hard. It then urges one to act on these thoughts by taking insurance, while still alive.

Jasneet Bachal, Senior Vice President & Head – Marketing, Kotak Life Insurance said, “Through the #LaterMaybeLate campaign we want to create awareness among the viewers to avoid procrastination in securing the future of their loved ones. While the need for protecting your family is established, it seldom translates into purchasing a protection cover, given the inherent behavior to put things away for another day. In the main film, our effort has been to bring alive a ‘near miss’ situation that nudges people to realize that life can be fragile. So why should it take an emergency to make us act? Sometimes ‘Later’ could turn out to be ‘Late’. Instead, we should ‘make protecting our loved ones an emergency’.  The campaign is targeted towards two defined groups of audiences – the uninitiated with the main film and the fence sitter with a set of objection handling films.”

Amit Akali, Managing Partner and Creative Head and Divya Saxena, Director, Art and Creative – What’s Your Problem, explain, “India has the highest average age of people taking term insurance – 36 years. So, it’s not marriage or parent-hood that pushes them. On digging deep we realized that vulnerability or the thought that something might happen to me is what makes them take insurance to protect their family. The moment of truth probably happens when they go through some sort of near-death experience or at least a slight jolt. How many times have we been in a turbulent plane – and thought of our loved ones/family? This insight gave rise to the simple creative – with the call to action to take insurance now and not postpone it, as #LaterMayBeLate.”

The videos can be viewed here:

• The Main film: Directed by Surya Balakrishnan, Little Lamb Films, the campaign thought tries to bring alive a near-death experience/ emergency to life, show how these moments always make us pray and think hard… and then urge us to act on these thoughts by taking an action.

• Objection handling films: People have various objections while they shop and have various doubts and reasons for the delay. Directed by Jayant Yadav, Still Waters Films, the campaign thought tries to establish the brand’s solution to few of these key reasons of procrastination that a consumer goes through while selecting a brand.

Link – Lives Insured: https://www.youtube.com/watch?v=T-knBQ2IRbo

Link – Ease of Purchase: https://www.youtube.com/watch?v=RRgw4UuOs9w

Link – Cost of Insurance: https://www.youtube.com/watch?v=z85sZWBTiPs

 WYP Creative team:

• Amit Akali: Managing Partner & Creative Head
• Divya Saxena: Director, Creative and Art
• Sameer Murudkar: Associate Creative Director
• Kriti Tiwari: Senior Copywriter
• Snehal Shewale: Visualizer
• Shiva Yadav: Creative Supervisor
• Pawan Kotian: Senior Visualizer
• Anil Durgule: Visualizer
• Shashikant Singh: Visualizer

 WYP Account Management:

• Tejas Mehta: Director, Account Management & Strategy
• Richa Shah: Account Supervisor
• Vini Joy: Account Executive