Mere jaisa koi meri zindagi mein aaye, toh baat bann jaaye: Kotak Mahindra Life Insurance's new campaign

In today's day and age we are all under some or the other pressure, whether it is to earn money or to reach office in time or may be a deadline to follow for a client's presentation. Isn't that we all want one like us who can handle the pressure and bring in some additional income. keeping this in mind, Kotak Life has come up with an Ad campaign on the theme, "Another You". Giving an innovative touch, JWT, the Creative Agency designed the campaign for Kotak Mahindra Life Insurance.

The ad is based on an in house research, the findings from which provided the insights for the campaign, throwing up some interesting findings on the fact that in today's recessionary phase the value of money is reducing, and people are looking for a way to not just beat the inflation but actually grow the value of their money to maintain their lifestyle and take care of their needs. Not just money but the global economic situation also continues to be uncertain and with that comes additional uncertainty of job and income which is again a matter of concern for people and they want to beat it.

There has been a rise in both aspirational needs such as a better car, new house etc. and non-aspirational needs such as growing school fees, medical fees etc. and the pace of organic income generation is not keeping pace (salary) because of which supplementary income is becoming a necessary.

Although the brand understands that no plan can ever replace or be what you are for your family, but a guaranteed plan such as their plan can provide that much required additional help.

In an exclusive conversation with Adgully, Elizabeth Venkataraman, Senior Vice President, Head of Marketing, Kotak Life Insurance shared some insights about their initiative.

The research lead to a very interesting insight which lead to the germination to a very interesting plan. Kotak Assured Income Plan is a guaranteed plan with a 30 year term. One can earn a fixed amount every year starting with the 11th year, for a period of 20 years with this plan. The product benefit also gels well with the consumer insight and provides sole earning members the chance to take another pay cheque home. This plan also guarantees it to be surely associated with the income you earn at work; and hence the idea to position it as a second income which is guaranteed.

As told by Venkataraman, the brief given to the agency was to create a campaign around the benefits accruing from a second, regular, and guaranteed income in a fresh and clutter breaking manner.

On asking, what need gap did they spot hence the need for background research, she said, "The weak macro-economic sentiment, and concerns arising therein, especially heightened risk of job and income loss and income not keeping pace with inflation, are attracting an ever increasing number of people to lower-risk investment avenues, which could hedge that risk by providing a stable and secure additional income source."

Sharing the challenges in coming up with the right communication, she explained saying, "Financial services communication can be challenging given the complicated nature of products on offer, the strict regulatory norms governing their sale and promotion and the low overall financial literacy."

Further explaining her point, Venkataraman told us that, in this backdrop it is important for communication to create a strong connection with the TG. For this, it must address a clear and specific need in a manner that is easy for the audience to relate to and fit within their common and everyday frames of reference.

The ad film is perky, optimistic and fun take clearly based on the insight and thought. Playing an important role in the film, the jingle puts the thought across in a concise and fun manner. The jingle that is a re-recording of the famous old song, "aap jaisa koi', goes "Mere jaisa koi meri zindagi mein aaye, toh baat bann jaaye!" The basic ad messaging is that if you had another like you, your life would be made because that would mean having a second income.

The situation in the film show people at work being helped by another who looks exactly like them and then film opens in a recording studio where a singer starts out by singing the jingle only to see someone exactly like her walk by and join in, to make the song peppier.

The next scene cuts to a chef in a restaurant kitchen tasting a broth and trying to figure out how he can better it, just when another one like him walks in and sprinkles some spice to help him complete his dish. Next up is a regular office going man trying to catch a bus that has left the stop.

As he runs towards it an outstretched hand grabs his hand and helps him get in just in time, in the process ensuring that he does not miss his bus. The man with the helping hand looks exactly like our protagonist who acknowledges the effort. The VO comes on "Aap jaisa ek aur hota toh second income ho jati; Guaranteed Second Income from Kotak Life Insurance, Faidey ka Insurance"

According to Venkataraman, the audio is catchy and relevant, the visual appeal is strong and the message is reinforced through different and easy to relate scenarios, all of which seamlessly come together to address the clearly identified need of second income. She says, "The execution is fresh and we are confident it will be liked."

Creative Agency: JWT

Director: Rajesh Saathi