Kotak helps a young man invest in his family's future

Kotak Mahindra Life Insurance has rolled out a campaign ‘Soch Ke Liya Hai’ (I've thought out and brought it) to highlight its Kotak Protect India offerings. 

Conceptualised by Grey Group, the film in a humorous tone aims to convey the message that today’s young Indians are conscious of their financial responsibilities. The film showcases a young man buying a new flatscreen TV for his house. When his father enters the house, he warns him that he should be responsible with his finances. The protagonist then goes on to tell his father that he has brought the Kotak Protect India policy for the family and shares the offerings of the cover revealing that he isn't as reckless with his finances as his father thinks he is.

Subhasis Ghosh, joint president and head – marketing, institutional business and alliances, Kotak Mahindra Life Insurance Company, said, "Today’s young people prefer to experience before committing to any product. To increase the opportunities for young Indians, in terms of Life Insurance, and to help them with adequate life insurance coverage, we at Kotak Life are offering Kotak Protect India, a comprehensive term insurance plan that is affordable, quick, smart and just what they wanted. For us, ‘Soch Ke Liya Hai’ campaign fittingly mirrors the future-forward, agile, and smart mindset of the youth and highlights the compelling features of Kotak Protect India." 

Ketan Desai, COO, Grey Group, said, “There’s a dynamic shift in the mindset of the youth of today. Multiple research reports highlight that they are thinking of the future, planning their finances, and doing so at a younger age. Kotak Life with its future-thinking mindset has always embodied the same principles and is walking the talk with the Kotak Protect India that’s specifically targeted at the youth with its affordable monthly premiums, exclusive online purchase, and flexibility to increase coverage. ‘Soch ke liya hai’ is the perfect articulation that captures the responsible and aware generation.” 

Rajesh Sathi, director and film writer, Keroscene Films, said, “It was a delight to work once again with Kotak Life and Vinay Pathak as his iconic Subbu character. This time Subbu is engaging with his children who teach him about Kotak Protect India. The signature gesture #SochKeLiyaHai created by the Grey team was fun to experiment with.”