MAM
Kotak Life bats for women equality in latest digital campaign
MUMBAI: To celebrate International Women's Day theme #EachForEqual over the entire month of March 2020, Kotak Mahindra Life Insurance Company (Kotak Life) launched a digital campaign called #BarabariKaSaath. Women equally support the family in all aspects of day-to-day life – financial and otherwise. Through this campaign, Kotak Life stresses on the importance of protecting the family with a life insurance policy for women as well.
Kotak Life senior EVP marketing Subhasis Ghosh said, "Women are getting more and more socially empowered and contribute equally towards the household needs. Therefore, it is important to address and unlock the financial potential of women and financially secure their dependents. The #BarabariKaSaath campaign emphasises on the importance of insuring a women's life irrespective of her being a homemaker or a working professional as they contribute equally to the household needs.”
The campaign, conceptualised and executed by digital and social media agency WATConsult, revolves around a widely seen cultural Indian stereotype – that of everyone believing that 'men' are in charge, be it ordering at a restaurant or financial planning for home. It highlights the fact that when both life partners – husband and wife – equally share the responsibility of running a family, then the need to ensure a woman's life is as important as the male counterpart’s, regardless of whether she is a working woman or a homemaker.
Ghosh further highlighted the many benefits of getting a life insurance plan that every woman must know. “If you are a woman, then buying life insurance is easy on your pockets as the premium paid is lesser compared to that of men. Further, women also get a higher sum assured at the lower premium rates – they can get the sum assured of up to Rs 5 lakh with no financial underwriting,” Ghosh said.
Brands
ABD Maestro bags Distiller of the Year at Icons of Whisky India 2026
ARTHAUS campaign win adds sparkle as firm marks first anniversary
MUMBAI: ABD Maestro Pvt. Ltd., the super-premium and luxury spirits arm of Allied Blenders & Distillers, has been named Distiller of the Year at the Icons of Whisky India Awards 2026, capping off a milestone first year for the company.
The recognition comes as ABD Maestro completes one year of operations, having built a portfolio of ten brands across categories and expressions, in line with rising consumer appetite for premium, globally benchmarked spirits.
Held in Gurugram, the 15th edition of the Icons of Whisky Awards honoured excellence in innovation, craftsmanship and leadership across the whisky industry. ABD Maestro emerged as the only Indian company to win the title alongside six international players, underscoring its growing global standing.
Adding to the wins, ARTHAUS Blended Malt Scotch Whisky was awarded ‘Campaign Innovator of the Year’, highlighting its differentiated positioning and engagement strategy in India’s competitive premium Scotch segment.
ABD Maestro Pvt. Ltd. managing director Bikram Basu said, “India’s super premium whisky landscape is evolving fast with consumers showing a clear preference for globally benchmarked expressions. Being named ‘Distiller of the Year’ in our first year, and as the only Indian company recognised alongside international players, is a defining milestone.”
He added that the recognition reflects the strength of the company’s portfolio and its commitment to craftsmanship, innovation and quality.
The twin honours mark a strong start for ABD Maestro, reinforcing its ambition to shape India’s luxury spirits landscape while strengthening the country’s presence on the global whisky stage.
