Rajkummar Rao is the face of Kotak Life's fresh perspective on retirement in the new integrated campaign

Kotak Mahindra Life Insurance has a fresh ad film that wants people in India to see retirement differently. It's not about the end, but a brand new beginning.

The new campaign stars Rajkummar Rao as a regular guy thinking hard about his life. The story is something many people in their forties can relate to. You've done well in your career, but you're still looking for something more. Through this film, they want to show how planning for early retirement can give you both financial freedom and a sense of purpose. The brand hopes this inspires people to think about retiring early so you can have the money and freedom to do what truly makes you happy.

The campaign will run on digital, TV, and other media. The goal is to build stronger relationships with people in the middle of their careers and reinforce its position in long-term savings and insurance.

Ashish Nair, Kotak Life's CMO and Head of Customer Value Management and Health Tech, mentioned: the campaign reflects a modern shift in how retirement is being viewed by Indian consumers. He noted that the film captures a critical life transition where people begin to look beyond professional success towards deeper meaning and purpose, and that Kotak Life aims to empower this next phase through financial security and long-term planning.

Key Takeaways from the campaign:

Relatable painpoint
The brand picked a very common painpoint of people in their 40s to talk about it.

Emotional Connection

The brand connected to the target audience and asked them to fulfill their dreams, engage in their hobbies after leaving work and assured that it will help them reinvent their life after retirement.