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Wunderman Thompson launches Kotak Life’s #PooraPlan
MUMBAI: Kotak Mahindra Life Insurance Company Ltd (Kotak Life) today has announced the launch of its new digital campaign, which highlights the importance of a ‘complete’ life insurance plan. Conceptualized and executed by Wunderman Thompson, Kotak Life’s #PooraPlan featuring Bollywood actor Vinay Pathak, provides complete family protection that not only covers life but also critical illnesses and disabilities of the insured.
Subhasis Ghosh, Head – Marketing & Group Insurance, Kotak Mahindra Life Insurance Company Ltd, said, "Life insurance is usually purchased with the intent of saving tax and helping family tide over any unpredictable occurrence of death. But what happens in case of a serious illness or disability? It makes the purchased policy cover incomplete. Kotak Life’s #PooraPlan completes the incomplete by going beyond the conventional coverage and providing added benefits that cover disabilities and critical illness.”
“#PooraPlan aims at educating people and creating awareness about full coverage vis-à-vis traditional incomplete coverage. Our TG are adults who are 25 years and above, with increased focus on people between the age group of 30 to 45 years. Bollywood actor Vinay Pathak helps capture a serious topic in a light-hearted yet impactful manner urging viewers to be prepared for any tough situation”, added Subhasis Ghosh.
Steve Priya, Executive Creative Director at Wunderman Thompson, elaborated on the ad film, "Until now, Life insurance as we know it is actually 'After Life' insurance. The category is built on taking care of your loved ones, after you're gone. Death however, is just one of the outcomes. But what happens if you’re critically ill or suffer an accident that leaves you disabled. A tough conversation but one that was necessary. We decided to shake up the category and call any insurance plan that doesn't cover every eventuality as 'Aadha Insurance'. Subbu (Vinay Pathak) makes a comeback in a series of logical, practical yet lighthearted commercials and propagates the need for a complete or rather #PooraPlan from Kotak Life Insurance.”
MAM
Akash Sharma leaves Zee Media to become chief strategy officer at Admerly
The publisher monetisation platform snaps up a decade of hard-won industry experience
Admerly, a publisher monetisation platform operating within the BE Group ecosystem, has recruited Akash Sharma as chief strategy officer, poaching him from Zee Media Corporation, one of India’s largest media conglomerates, where he served as assistant vice president of digital monetisation.
The move is a sharp pivot: from running revenue at scale inside a broadcasting giant to shaping the strategic direction of a scrappy platform built to rewire how India’s digital publishers make money. Sharma brings more than a decade of publisher-side muscle to the role: programmatic strategy, yield management, direct advertiser partnerships, and the unglamorous but critical business of revenue operations.
At Admerly, his remit is broad. He will define the company’s go-to-market strategy, deepen ties with enterprise publishers, and steer the product roadmap to meet the shifting demands of an advertising ecosystem that shows no sign of slowing its churn.
Sharma was unambiguous about what drew him across the table. “After more than a decade on the publisher side, building revenue engines, managing demand partnerships, and learning what it takes to monetise content at scale, I made a deliberate choice to move to a platform that I believe is solving the right problem in the right way,” he said. “The best monetisation strategies are the ones that work for the viewer, not just the balance sheet. At Admerly, that principle isn’t a secondary consideration. It’s the foundation of how the product is built.”
Arun Raghav, founder and business head at BEdigitech, made no secret of why the hire matters. “Akash has lived that world. He’s built revenue systems, managed complex demand relationships and made the tough calls that come with monetising content at scale,” Raghav said. “Having that perspective in our leadership team changes how we build, how we sell and how we show up for our customers.”
For Admerly, landing a practitioner who has felt every pressure publishers face is less a luxury than a statement of intent: that it means to be taken seriously, and fast.
