Campaign: Another you
Brand: Kotak
Company : Kotak Life Insurance
Agency: JWT
The Campaign:
The ad opens in a recording studio with a woman singing a different and funny version of a song from an old Hindi film Qurbani ? Aap jaisa koi. The lyrics go like this: Mere jaisa koi meri zindagi mein aaye( somebody like me comes into my life). A clone of the woman appears and joins her in singing the twisted version of the song. Next, we see a chef trying to figure what?s missing in his preparation. His clone steps forward and adds an ingredient, achieving the flavour the first chef had in mind. Next, we see a middle-aged man chasing a moving bus. His clone appears on the stairs and offers him a hand. The man is able to board the bus with the help of his clone. VO: Agar aap ke jaise ek aur hota, toh second income ho jati (If there was another of you, you would have a second income).
Our Take:
The campaign revolves around the concept of a guaranteed and regular second income and is pegged to Kotak Assured Income Plan, the company?s flagship product. The theme is based on research on usage and attitude which indicated how in the current economic scenario there is a strong affinity towards low risk investments, which will with time graduate into guaranteed and regular second income sources. Kotak Assured Income Plan (KAIP) claims to addresses this need, whereby on payment of premium for 15 years, the policyholder earns a fixed amount every year starting the 11th year, for the next 20 years. The ?another you? in the ad is a personification of the planand the certainty of regular and guaranteed additional income it offers.
While most of the players in the insurance category continue to position themselves as a ‘wise’ option, the film is an example of a great idea executed with simplicity and humour. The ad manages to keep viewers hooked till the end. In fact, the execution of the theme, ‘double income’ has been done effectively across other mediums, especially OOH and digital. For instance, a CloneMe app on Facebook has been created that lets one create a clone to take care of some important aspects of the user’s online life such as posting birthday wishes and updating content. The campaign will go a long way in getting the desired eyeballs for the brand and hopefully some impressive conversion numbers for the company.