Kotak Mahindra Life Insurance Company Ltd (Kotak Life) recently launched a digital campaign, highlighting the importance of a ‘complete’ life insurance plan. Conceptualized and executed by Wunderman Thompson, Kotak Life’s #PooraPlan, featuring Bollywood actor Vinay Pathak, provides complete family protection that not only covers life but also critical illnesses and disabilities of the insured. 

Kotak Mahindra Life Insurance Company Ltd (Kotak Life) recently launched a digital campaign, highlighting the importance of a ‘complete’ life insurance plan. Conceptualized and executed by Wunderman Thompson, Kotak Life’s #PooraPlan, featuring Bollywood actor Vinay Pathak, provides complete family protection that not only covers life but also critical illnesses and disabilities of the insured. 

“Life insurance is usually purchased with the intent of saving tax and helping family tide over any unpredictable occurrence of death. But what happens in case of a serious illness or disability? It makes the purchased policy cover incomplete. Kotak Life’s #PooraPlan completes the incomplete by going beyond the conventional coverage and providing added benefits that cover disabilities and critical illness,” said Subhasis Ghosh, Head, Marketing & Group Insurance, Kotak Mahindra Life Insurance Company Ltd.

The plan, said Ghosh, was an attempt at educating people. “#PooraPlan aims at educating people and creating awareness about full coverage vis-à-vis traditional incomplete coverage. Our TG are adults who are 25 years and above, with increased focus on people between the age group of 30 to 45 years. Bollywood actor Vinay Pathak helps capture a serious topic in a light-hearted yet impactful manner urging viewers to be prepared for any tough situation.”

Kotak Mahindra Life Insurance Company Limited (Kotak Life) is a 100% owned subsidiary of Kotak Mahindra Bank Limited (Kotak).

Referring to the creative interpretation of the idea, Steve Priya, Executive Creative Director, Wunderman Thompson, said, “Until now, life insurance as we know it is actually ‘After Life’ insurance. The category is built on taking care of your loved ones, after you’re gone. Death, however, is just one of the outcomes. But what happens if you’re critically ill or suffer an accident that leaves you disabled. A tough conversation but one that was necessary. We decided to shake up the category and call any insurance plan that doesn’t cover every eventuality as ‘Aadha Insurance’. Subbu (Vinay Pathak) makes a comeback in a series of logical, practical yet light-hearted commercials and propagates the need for a complete or rather #PooraPlan from Kotak Life Insurance.”

Steve Priya have put together two films, one where Pathak seeks blessings from his mother before he steps out of home not only for a long life but one free of accidents and critical illnesses. In the second film, Pathak explains to his neighbour the importance of buying full life cover instead of incomplete cover.