India’s Kotak Life Insurance tries to ease parental anxieties

There was a time when life insurance communication was quite somber, evoking fear about what might happen to your loved ones once you die or suffer an unexpected injury or illness. Once insurance plans came linked with investment in India, however, the sector transformed. People could see money returned even if their policy expired. There are now innumerable players offering investment-linked insurance, and the field is heavily cluttered.

The gears have shifted accordingly in communication, which now features vibrant, upbeat imagery—illustrating freedom from tension because your loved ones are secure just in case. The latest effort from Kotak Life Insurance, an established player, adopts a somewhat different approach. Its new brand positioning is “Faidey ka insurance” (insurance that’s financially rewarding), appealing to the rational rather than the emotional side and approaching insurance the same way as any other investment product. (This is backed by the fact that Kotak is also a well-known investment player with expertise in research and capital markets.)