In this interview, Ashish Nair, CMO & Head – Customer Value Management and Health Tech at Kotak Life, offers a deep dive into the creative thinking and data-backed decision-making that shaped the brand’s latest marketing campaign. At a time when insurance marketing is becoming increasingly complex, Ashish outlines how Kotak Life is refining its approach to stay relevant, relatable, and measurable.
He explains that today’s digital environment is far more fragmented than ever before, with consumers scattered across multiple platforms, formats, and content behaviours. To respond to this shift, Kotak Life is moving away from vanity metrics and embracing sharper, outcome-driven KPIs that align directly with customer intent and business goals.
According to Ashish, the goal isn’t just to win attention but to convert that attention into meaningful engagement and long-term customer value. The conversation also touches upon AI-powered marketing tools, which the brand has begun integrating to boost personalisation, improve campaign efficiency, and shorten decision cycles. Ashish emphasises that AI isn’t replacing creativity but enhancing it, helping marketers predict customer needs better, optimise spends in real time, and deliver more relevant communication. He further discusses changing expectations around ROI and how insurance brands must balance performance with trust-building content. For Kotak Life, innovation now means combining scientific segmentation with human-centric storytelling, ensuring campaigns resonate emotionally while staying grounded in data.
Watch the full interaction video below:
