Mumbai: Kotak Mahindra Life Insurance Company Ltd. (“Kotak Life”) has unveiled its latest campaign, ‘Viraasat Ban Ke Hi Rahegi’, highlighting the crucial role of term insurance in safeguarding the legacy (Viraasat) that individuals work hard to build for their families.
The campaign draws from a deeply ingrained cultural insight—Indians are constantly striving to accumulate wealth and assets to ensure the stability and security of their loved ones. Whether through savings, investments in gold, or property ownership, the desire to leave behind a lasting legacy is a core aspiration. However, an often-overlooked aspect of this journey is the need to protect these efforts against unforeseen events.
Ashish Nair, CMO and Head – Customer Value Management and Health Tech, Kotak Mahindra Life Insurance, said, “The campaign ‘Viraasat Ban Ke Hi Rahegi’ speaks to the deep-rooted desire of every Indian to build a legacy for the security and comfort of their loved ones. However, life’s uncertainties can create gaps in these plans. With this campaign, we aim to redefine how term insurance is perceived—not just as a financial product, but as a powerful enabler that complements the efforts of legacy building by ensuring its continuity. It is in sync with our brand promise ‘Hum Hain… Hamesha,’ reflecting our commitment to standing by our customers at every step of their journey.”
The campaign film features brand ambassador Rajkummar Rao, portraying a protagonist dedicated to saving and building assets for his family’s future. However, in his journey, he fails to consider a crucial question: What happens to the process of building this Viraasat if an unexpected event occurs? This pivotal moment introduces Kotak Life’s Term Insurance Plans as a smart and affordable solution, ensuring that the process of legacy creation remains uninterrupted, even in uncertain times.
Heval Patel, COO at The Womb, added, “Traditional term insurance messaging has centered around uncertainty. In this sea of sameness, we saw an opportunity to change the conversation by focusing on what truly drives consumers—their desire to build a Viraasat. By reframing term insurance as a tool to protect this process of Viraasat building, we’ve given the category a fresh and compelling perspective.”
The ‘Viraasat Ban Ke Hi Rahegi’ campaign will be rolled out across multiple digital and traditional platforms, ensuring widespread reach and engagement. With this initiative, Kotak Life aims to transform the way Indians perceive term insurance—not just as a safety net, but as an essential part of securing the legacies they strive to create.
