Kotak Mahindra Old Mutual Life Insurance partnered with WATConsult, India’s leading and most awarded digital and social media agency, part of the Dentsu Aegis Network, for the campaign ‘Sometimes, #ItsNotYourFault’ to highlight the importance of riders when buying life insurance.
The campaign was executed last month through a series of six short videos. Each video highlighted a scenario where an individual is wronged without being at fault. The videos received over 3,80,962 views with a total reach of more than 6,62,173 users across social media platforms like Facebook and YouTube.
Jasneet Bachal, Sr. Vice-President & Head – Marketing, Kotak Mahindra Old Mutual Life Insurance Limited (KLI) said, “Insurance penetration in India is below the global average. At the ground level, people are still unaware of the product options available to them. An even fewer number of people are aware that life insurance products can be enhanced with Riders. Through this campaign, we wish to create awareness of life insurance with the benefit of riders.”
She further added, “The campaign captures the thought that people take every precaution to minimize risks in life. But sometimes life can be uncertain, no matter how cautious you are and things still happen. Depending on one’s needs, riders can be availed, at a nominal cost, for additional protection beyond the provisions in a standard life insurance plan.”
Speaking on the campaign, Rajiv Dingra, Founder and CEO, WATConsult, said, “Video consumption is increasing at a tremendous rate of 30 %. We selected this medium as the target audience for this campaign is spread across age groups. The response to the videos confirms that message behind the campaign has made an impact.”