At the heart of the campaign lies a simple, resonant truth: the greatest gift a mother leaves behind isn’t love, it’s Viraasat. Or as the brand beautifully puts it: “Ma ki di hui Viraasat.”

The campaign, conceptualised in conjunction with Kotak Life and executed by Wondrlab, is a departure from typical Mother’s Day narratives. It moves away from sentimentality and instead celebrates the sweetness of learning, the power of routine moments and the emotional wealth passed down by mothers to their children.

Speaking about the campaign, Ashish Nair, CMO and Head – Customer Value Management and Health Tech, Kotak Mahindra Life Insurance, said, “A mother’s true legacy lies in the way she shapes hearts and minds. Her values don’t just stay with us—they become us. This film is an ode to every mother who quietly prepares her children for the world, one life lesson at a time.”

Speaking about the campaign, Bhavesh Kosambia and Rahul Chandwani Content Leads Wondrlab said, we wrote this film with an immense sense of nostalgia. The brief inspired us to journey back in time and pick out vivid moments that actually helped us learn from our mothers. It was truly a magical trip down memory lane, reminiscing and realising how much of an imprint our moms leave on us.

Campaign Link: https://www.youtube.com/watch?v=HPmbhy6hzTo

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Bengaluru, June 13, 2024: Kotak Mahindra Life Insurance Company Ltd. (“Kotak Life”) today announced its corporate agency partnership with Mahindra & Mahindra Financial Services Limited (“Mahindra Finance”), one of India’s leading Non-Banking Finance Companies. The partnership will benefit over 10 million customers of Mahindra Finance by offering a wide range of tailor-made life insurance solutions provided by Kotak Life.

The agreement between the two companies was signed by Mahesh Balasubramanian, MD, Kotak Mahindra Life Insurance Company and Raul Rebello, Managing Director & CEO, Mahindra Finance.

Mahesh Balasubramanian, MD, Kotak Mahindra Life Insurance Company Limited, said,

“At Kotak Life, we firmly believe that life insurance is a necessity for every Indian. We are committed to the vision of ‘Insurance for All,’ as outlined by the IRDAI.

Through our collaboration with Mahindra Finance, our aim is to extend our outreach to the untapped segments of the population. By leveraging on Mahindra Finance’s customer reach and our expertise in life insurance, we can now offer life insurance solutions and provide financial security to customers of Mahindra Finance.”

Raul Rebello, Managing Director & CEO, Mahindra Finance mentioned, “We are delighted to enter into this strategic collaboration with Kotak Life to offer life insurance solutions to our customers. It is a significant step in our commitment to facilitate agile and efficient insurance solutions powered with personalised customer experience. Our aim is to help facilitate sustainable growth while delivering on our commitment towards being a responsible financial solution partner to Emerging India”.

These offerings will be provided by Mahindra Finance through its extensive network of more than 1400 branches spread across all states and UTs over a period of time.

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