Kotak Life: Reinventing Retirement for a Purpose-Led Future

• Kotak Life launched "It’s Time to Reinvent Retirement" campaign to shift perception of retirement from slowdown to a purpose-led next chapter.
• The campaign addresses India's rapidly growing senior population and the lack of formal social security, aiming to encourage early financial planning.
• Research showed "reinvention" resonated more than "retirement" among people in their 40s, inspiring the campaign's core message.
• Kotak Life employs a digital-first marketing strategy (65-70% spend), guarded influencer partnerships, and long-term agency relationships.
• AI/ML is improving efficiency by 30-35% in areas like cross-sell and customer experience, with future BFSI marketing expected to be GenAI-powered and hyper-personalized.

Why It Matters: Plan early for a secure, purpose-driven retirement as India's population ages rapidly.