MAM
Kotak Life turns retirement on its head with a reinvented life script
MUMBAI: If life gives you a second innings, Kotak Life wants you to swing bigger, bolder and far beyond the boundary. In its latest campaign, the insurer reimagines retirement not as a winding-down point but as a stage set for reinvention, a moment where purpose, passion and long-paused dreams finally take centre stage.
Launched in partnership with Wondrlab, the campaign challenges the long-held idea that retirement is synonymous with slowing down. Instead, it casts it as a powerful new beginning, urging Indians especially those set to retire in the next decade to plan early so they can step into their next chapter with financial freedom and unshakable confidence.
Fronting the film is acclaimed actor Rajkummar Rao, playing an ordinary man at an extraordinary crossroads. It is a familiar mid-forties moment: milestones ticked off, routines crystallised, and yet a quiet ache for something deeper. The film lingers in this pause that sliver of time where restlessness meets possibility, where the life lived so far meets the life that could still be shaped.
Kotak Life, CMO and head of customer value management and health tech Ashish Nair said the campaign reflects the country’s evolving mindset. “Retirement is no longer about slowing down; it’s about moving forward with confidence and renewed purpose. Our film captures that pivotal moment when achievements feel complete, yet a deeper purpose calls. We want to empower Indians to embrace this reinvention with life-insurance benefits, financial security and the courage to live their next chapter to the fullest.”
Wondrlab chief creative officer & managing partner Hemant Shringy said, “Kotak Life is evolving the idea of retirement itself: from retirement to reinvention. It’s not just category-defining but deeply relatable. Those in their forties have spent twenty years building lives and carrying responsibilities and now face another twenty to reimagine. Rajkummar’s nuanced performance makes this narrative feel lived-in and honest.”
The film delivers its message through subtle storytelling rather than sermonising, capturing emotion without excess, a cinematic nudge reminding viewers that reinvention isn’t reserved for the young; it is powered by preparation.
With a multi-platform rollout planned, the campaign aims to reach Indians across digital and traditional touchpoints, sparking a national conversation on planning early, dreaming freely and reinventing boldly.
A full life, Kotak Life suggests, isn’t about counting the years behind you, it’s about preparing for the ones waiting ahead.
MAM
Promotedge marks 11 years with expansion into D2C and performance marketing
Kolkata-based agency strengthens global footprint and launches new platforms.
MUMBAI: Promotedge has spent 11 years quietly building momentum and now it’s ready to take a much bigger leap. The Kolkata-based integrated marketing and branding agency, founded in 2015, has completed 11 years of steady growth, evolving from a local creative firm into a full-service marketing partner with a growing international presence. With operational hubs in the US and Canada through its platform PromotEdgeDigital, the agency now serves clients across India, the US, Canada, Australia, and the Middle East.
Over the past 11 years, Promotedge has partnered with more than 200 businesses across diverse industries. Guided by its “Digitally Desi” philosophy which blends cultural insight with data-driven execution, the agency offers end-to-end services including web solutions, digital marketing, creative design, brand planning, and audio-visual production.
In its eleventh year, the agency made significant strides by developing branded IPs and content series for the automotive and industrial sectors, creating audio-visual content for international sporting bodies like the Fédération Internationale de Volleyball, and strengthening its performance marketing capabilities, particularly on quick-commerce platforms such as Zepto, Blinkit, Flipkart, and Swiggy Instamart.
To further boost its D2C focus, Promotedge has integrated the operations of Fizzle Digital into its performance marketing division, now led by founders Avi Saraf and Jhalak Agarwal. The agency continues to serve B2B clients in sectors like steel, energy, engineering, and infrastructure.
Beyond traditional services, Promotedge has introduced new platforms. DesiMachines is an online marketplace for heavy engineering and construction equipment, supported by two financial institutions and six top OEMs. The agency also launched Pexora, a joint venture with Prodigy focused on workspace design, branding, experiential marketing, and Digital Out-of-Home (DOOH) solutions in Eastern and North Eastern India.
Additionally, Promotedge nurtures The Trip Space, a boutique travel brand that curates personalised, luxury journeys for high-net-worth travellers.
Promotedge CEO Saurav Agarwal said, “PromotEdge has always been built with a long-term vision. Our goal is to develop capabilities that provide long-term value to our clients.”
As it approaches its 12th year, the agency plans to expand its global clientele, deepen D2C and performance marketing capabilities, invest in AI-enabled solutions, and strengthen its platform-led initiatives.
From a modest start in Kolkata to building platforms and partnerships across borders, PromotEdge is proving that smart, culturally rooted marketing can travel far and deliver real impact. The agency is clearly gearing up for an even bigger chapter ahead.
