Speaking to Media Dialogues, Ashish Nair, CMO & Head of Customer Value Management and Health Tech at Kotak Life, explained the campaign’s inspiration. “India is on rocket fuel – we have healthy economic growth, rising per capita income, and increasing spending. But in this consumption frenzy, security has taken a backseat.”
He pointed out that while luxury spending is rising, life insurance penetration remains low at around 2.8-3% of gross domestic product (GDP).
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However, companies also have a role in making life insurance relevant. Kotak Life conducted research to understand consumer attitudes toward financial security. They found that many people are focused on building assets like homes and investments but often overlook term insurance as a necessary safety net.
“People want to leave behind a legacy, but legacies aren’t built overnight. What if something happens during this building phase?” Nair noted.
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The campaign positions life insurance as a tool that complements wealth-building efforts. In the event of an unforeseen situation, the insured sum ensures that dreams for the family’s future remain intact.
For more, watch the accompanying video
