Kotak Life Insurance: advert-top-1 by WAT Consult

There is one death, every 4 minutes due to a road accident in India.

Despite this, insurance penetration in India is low, with people still unaware of the different life insurance products available to them. Sometimes #ItsNotYourFault is a campaign that sought to generate awareness and educate the audience about the concept of riders, its importance and the need to take life insurance with riders.

Taking an emotional approach, the campaign created a video series that showcased micro tales of how a person falls victim to an accident that was not their fault. The videos were based on real life incidents and insights that linked back to the product, making them factually relevant as well.

These videos were shot in a hyper-lapse format with each incident depicted on the placard. The creative treatment signified the emotional imbalance of people affected and how time stands still for them and their family even as life moves on for others.