Starting today, commuters on the Cannaught Place to Indira Gandhi International Airport Delhi Metro line will be able to hear the jingle â€“ a tweaked version of the Bollywood number â€˜Aap jaisa koi meri zindagi mein aayeâ€™, which promotes the company’s ‘Kotak Assured Income Plan’.
As per the plan, the policyholder, on a payment term of 15 years, earns a fixed amount every year starting from the 11th year, for the next 20 years. Kotak launched the ‘Another You’ campaign a month ago, which is based on the insight that the emotional value of â€˜my moneyâ€™ in recessionary times is increasing and wanting to have luxury is no more an aspiration, but a want.
‘Another You’ is a personification of the plan, which can also be dubbed as the ‘identical twin’ that steps in to lend a financial helping hand and shoulder one’s responsibilities.
To start with, the jingle will be played at the stations â€“ New Delhi Railway Station, Shivaji Stadium, Dwarka and Dhaula Kuan â€“ every half hour. From January 23, the jingle will be played inside the trains every 15 minutes.
The campaign, which will run for 15 days, is not being extended to other metro lines in the capital.
â€œDelhi is a key market for us, it is a high-end priority and metro is a good fit with our target audience in terms of usage. Secondly it is a good way of interacting with the target audience in a different environment. The customer can give you one on one time,â€ says Elizabeth Venkatraman, Head of Marketing, Kotak Mahindra Old Mutual Life Insurance. Mahindra Life Insurance is a joint venture between Kotak Mahindra Bank and Old Mutual.
Similarly, the jingle will be played in about 100 Meru cabs in Mumbai, as soon as the fare meter starts. The rear of headrest of the front seats will have a mirror placed on them so that the passengers can see themselves, to create a poster image of themselves.
The campaign is targeted at the 25-45 year old males in the SEC A category.
On quizzed if the constant jingles wouldn’t become a cause for irritation for the commuters, Venkatraman says, â€œDifferent people receive communication differently. But by and large you go by the fact that while travelling, you’re mostly bored and receptive to stuff that comes your way.â€
Speaking on Kotak Life Insurance’s association with Meru Cabs, Venkatraman says, â€œMeru provides a one on one environment rather than a one to many. So we found it interesting to have our brand promotions in such an environment.â€
A series of TVCs have been on air for some time now. Apart from these, an approximately 20-foot high cut out and hoarding has been put at Haji Ali in Mumbai.
The company is also using digital and social media aggressively to promote the plan. For instance, a CloneMe app has been created on Facebook that lets one create a clone to take care of some aspects of oneâ€™s online life such as posting birthday wishes and updating content.
Other marketing initiatives and product promotion activities include branding in client communication, use of ad based promotional material by channel partners and distributors in client soliciting and communication besides road shows and events. The brand is also planning to build product collaterals on the advertisement.