Turning insurance into investment.
Challenge
Term Insurance products are a tricky category to sell. Majority of Indians felt that putting their money in term insurance is basically flushing it down the toilet. Because building assets rather than investing in a safety net seemed like a better option to them.
So, how do you convince an audience who doesn’t see any value in your product?
Insight
You make the value visible. Not as a fear-invoking “What will happen to your family?” whisper. But as a safety net for your investments. Majority of Indians build houses, invest in gold, and off-late, Mutual Funds. Because they want to leave a Viraasat (Inheritance) for the family.
Idea
Viraasat Banke Rahegi (Inheritance Will Be Made) was the platform we built where we offered the much needed confidence that while you’re building your inheritance, which is all well & good, these assets should not remain incomplete in case your income stopped due to unforeseen circumstances.
Execution
Majority of Indians dread seeing the insurance agent. So much so, that they’d not mind changing their route if they saw one. We highlighted this chemistry in our campaign where the protagonist is constantly evading the agent, rejecting him, only for the agent to eventually test “the plan” of the protagonist. A digital film, Print and Outdoor with a hefty social media push reminded Indians to protect their Viraasat.
Brand
Kotak Life
Campaign
Viraasat (Inheritance)
Agency
The Womb
Role
Senior Creative Partner & Writer