Kotak Life’s 2012 advertisement campaign has debuted on TV, radio, digital media and outdoor hoardings across the length and breadth of the country in a variety of languages and formats.
The campaign revolves around the concept of guaranteed and regular second income and is pegged to Kotak Assured Income Plan, the company’s flagship product. This theme was arrived at based on Usage & Attitude research which indicated that the backdrop of weak economic sentiment, and concomitant concerns such as income not keeping pace with inflation, there is a strong affinity towards low risk investments which will over time graduate into guaranteed and regular second income sources. Kotak Assured Income Plan (KAIP), addresses precisely this need, whereby on a payment term of 15 years, the policyholder earns a fixed amount every year starting the 11th year, for the next 20 years. The campaign seeks to effectively marry the product (KAIP) to the identified need gap of assured alternate income in consumer awareness.
Mapping research insight to product benefit, the advertisement’s ‘another you’ theme nudges the viewer to think of how her or his life would change for the better, were there to be another of her or him using impressively shot visuals spanning different everyday and easy to relate scenarios played to a catchy jingle inspired by the evergreen hit ‘Aap jaisa koi Meri Zindagi Mein Aaye’ from the hit hindi movie Qurbani. The ‘another you’ here is a personification of the plan (KAIP) and the certainty of regular and guaranteed additional income it offers.
The campaign will run for five weeks covering TV, Radio, Outdoor and Digital/ Online modes. TV ads will run on 32 different channels spanning Hindi, Bengali, Tamil, Kannada and Telegu for a period of 5 weeks. The outdoor campaign in Hinglish, Hindi, Punjabi, Gujarati, Marathi, Bengali, Tamil, Telegu and Malayalam will cover 66 cities over a three week period. These will be augmented by FM Radio and Digital/Online campaigns.
Along with banner ads on high traffic sites such as Yahoo , popular social media spaces such You Tube and Facebook will be leveraged in new and appealing ways. A CloneMe app on Facebook has been created that lets one create a clone to take care of some important aspects of one’s online life such as posting birthday wishes and updating content. Besides this, customers will also be able to view and respond to the advertisement on the Landing page, which will serve as an important cog in the digital effort.
J Walter Thompson (JWT) is the creative agency and ‘Keroscene’ is the production house. |
