Kotak Mahindra Life Insurance Company Limited (“Kotak Life”) has introduced a new campaign developed with creative agency Wondrlab, presenting retirement as the start of a new phase focused on reinvention, rediscovery and purposeful living.
The campaign moves away from portraying retirement as a period of slowing down. Through a new film, it encourages people expected to retire in the next decade to plan early so they can pursue interests and long-held aspirations with financial independence.
Ashish Nair, CMO and Head - Customer Value Management and Health Tech, Kotak Life, said, “Retirement is no longer about slowing down; it’s about moving forward with confidence and renewed purpose. Our film captures that pivotal moment in life when achievements feel complete, yet a deeper purpose calls. At Kotak Life, we are committed to empowering Indians to embrace this reinvention with life insurance benefits & financial security; and the confidence to live their next chapter to the fullest.”
The film features actor Rajkummar Rao as a man in his mid-forties reflecting on routine, achievement and the search for renewed direction. It portrays a point where individuals reassess their next steps and consider how to use the years ahead.
Commenting on the creative approach, Hemant Shringy, Chief Creative Officer & Managing Partner, Wondrlab, said, “Kotak Life is a brand that’s truly keeping up with the times. When India’s ideas, hopes, dreams, aspirations, even retirement age and life expectancies are changing, Kotak Life is evolving the idea of retirement itself: from Retirement to Reinvention. It’s not just a category-defining thought but one that feels deeply relatable. This message is crucial for those in their forties, who have spent the last twenty years building lives and shouldering responsibilities and now stand at the threshold of another twenty years ahead. It is both a moment for reflection and a moment for planning forward. Rajkumar’s subtle, nuanced performance makes the narrative authentic and lived-in.”
The campaign will run across multiple platforms to reach a wide audience.
