Kotak Mahindra Life Insurance Company (Kotak Life) has rolled out a campaign, ‘Viraasat Ban Ke Hi Rahegi’ (it will remain as a legacy), featuring actor Rajkummar Rao.

The campaign which consists of a film aims to reframe the perception of term insurance policies.

Conceptualised by The Womb, The film follows a protagonist deeply committed to securing his family's future by building assets. However, in his pursuit, he overlooks a crucial question: What happens to this legacy if life takes an unexpected turn? Brought to life by Rao, the film introduces Kotak Life’s term insurance plans as a smart and affordable way to ensure that one’s Viraasat continues, no matter what. Rooted in cultural insight, the film reflects on the relentless drive of Indian families to create a lasting legacy—whether through savings, gold, or homeownership. Yet, amidst this effort, one vital element is often missed: safeguarding these aspirations against uncertainty.

What we think about it: Takes a fresh approach to term insurance by linking it to legacy building rather than just financial protection. A compelling narrative that breaks category clutter with cultural relevance.

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' (we are there ... always), reflecting our commitment to standing by our customers at every step of their journey.”

Heval Patel, COO, The Womb, added, “Traditional term insurance messaging has centred 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 Virasaat building, we’ve given the category a fresh and compelling perspective.”

CREDITS:

Client: Kotak Life

Creative agency: In-house

Media agency: iProspect

Digital agency: In-house

PR agency: The Good Edge