Kotak Life Insurance unveils new brand positioning

Mumbai :Kotak Mahindra Old Mutual Life Insurance Limited (Kotak Life Insurance), today unveiled its new brand tagline – ‘Faidey Ka Insurance’. The new positioning statement conveys, ‘Life Insurance with Investment Edge’ in a direct and concrete manner. The new tagline is supplemented by a novel advertising campaign, which conveys this shift in an innovative and refreshing manner.

Speaking on the change, Mr. Gaurang Shah, Managing Director, Kotak Life Insurance said, “Today consumers seek beyond protection and endowment from their insurance plans. In this context, leveraging Kotak’s core strength of investment expertise seemed a natural extension for the brand. Hence the brand idea became ‘Life Insurance with Investment Edge’, expressed as ‘Faidey ka Insurance’. The new positioning is a reflection of Kotak Group’s extensive strength in the area of research and capital markets.”

In today’s insurance parlance, a child plan is synonymous with the parent’s expectations from their child. Kotak Life Insurance through its television campaign designed by JWT and executed by SODA Films, attempts to break this mould. It gently suggests to parents to refrain from forcing their expectations on their child but allow and enable the children to exercise their choices and do what they like to do. It also reminds the parents that, they should invest and plan so that they can provide maximum resources when the need arises.

The campaign tries to reach out to its target audience through multiple mediums, such as Television, Out of Home Advertising, Radio and Internet. The television campaign kick-starts from 3rd December, while the Outdoor, Radio and Internet mediums will follow. The Outdoor campaign will be pan-India reaching out to consumers in the Top 8 metros and other focus markets of Kotak Life Insurance in Gujarat, Punjab and the Southern Region.

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