Kotak Life puts the focus on retirement with ‘Ab Meri Baari’

11 Dec,2015

By A Correspondent


Kotak Life Insurance has rolled out a new digital campaign, ‘Ab Meri Baari’ for their latest Active Retirement plan. It has launched with an inspiring digital video commercial that speaks about the life of a layman and his dreams. The campaign is conceptualized by WATConsult, the full service digital agency from the Dentsu Aegis Network.


The video starts with a college going boy convincing his mother to let him go on a bike trip to Ladakh. The mother doesn’t allow as she believes that the trip will ruin his studies and ultimately career. The boy has to give up on his passion for completing the classic life goals of a common man: education, career, marriage etc. However, the video ends on a happy note when it shows how the boy follows his passion after retirement by going on that bike trip. The message, in turn, enforcing the active retirement plan by Kotak Life Insurance.


Elizabeth Venkataraman

Elizabeth Venkataraman, Executive Vice-President & Head- Marketing, Kotak Mahindra Old Mutual Life Insurance Limited (KLI) said, “Through our #AbMeriBaari digital campaign, we want to motivate people to start planning early (35-40 years) for retirement. This will help ensure a better retirement corpus for individuals. Interests and passion are not tied to age as they once were. There is a growing focus on fitness and as a result people look and behave young and need money to fund that.  With technology and social media being as accessible to the ‘retired and retiring’ generation as it is to the youngsters, there is immense scope to connect with the audience online. We believe this video will connect with our audiences across the chosen platforms.”


Rajiv Dingra

Commenting on the campaign, Rajiv Dingra, Founder and CEO, WATConsult said, “Life after retirement is an important topic yet handled with a laidback attitude. With ‘Ab Meri Baari’ campaign we target those who aren’t following their passion due to the responsibility of earning livelihood. The campaign starting with a DVC (digital video commercial) is followed by a complete digital promotion with contests, social posts etc. We are sure to drive conversation around active retirement with the campaign.”


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