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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
Ad:tech honours 2026: Full list of winners announced
Expanded awards spotlight winners across 22 categories as industry doubles down on intelligent automation
NEW DELHI: Marketing’s tech elite took the spotlight as the ad:tech honours 2026 returned with a sharper focus on AI, data and immersive media, signalling how deeply technology now underpins brand strategy. Held at Yashobhoomi on March 17, the second edition drew industry leaders to celebrate innovation that is reshaping engagement and performance.
Presented with the International Advertising Association India chapter and new partner Huella, the awards expanded from 8 to 22 categories, tracking the rapid convergence of creativity, automation and analytics.
The winners’ list reads like a snapshot of marketing’s future. In affiliate and partner marketing, Lyxel & Flamingo – Boat and Paytm Ads – Giva took silver. Mobavenue Media Private Limited struck gold in AI-driven dynamic creative optimisation, alongside a silver for Laqshya Media Limited.
Creative AI collaboration saw Rediffusion Brand Solutions Private Limited win gold, with Saltinc Consulting Private Limited securing silver. Laqshya Media Limited continued its strong run, taking gold in AI conversation agents and adding multiple wins across categories, including silver in GenAI-led creative and both gold and silver in interactive DOOH campaigns for Tanishq and Tata Coffee.
Predictive AI honours went to Strong Metrics and Tyroo, both silver, while Orient Bell Limited picked up silver in immersive retail tech. In GenAI-led creative, Laqshya Media Limited, Salt – Kotak and Sumimoto each secured silver, reflecting the crowded race in generative creativity.
Publicis bagged silver in influencer management and gold in performance marketing, where it shared the stage with Arm Worldwide and The Trade Desk, both silver. Glad U Came Private Limited stood out with gold in influencer measurement and analytics.
Marketing automation saw CereOne Media Pvt. Ltd. and Globale Media win silver, while ADMOTT Private Limited claimed silver in OTT innovation.
Programmatic media categories highlighted the shift to advanced targeting and connected screens. Mobavenue Media Private Limited clinched gold in connected TV advertising, with Animmoov Digital Media Pvt Ltd – Asus and Lyxel and Flamingo taking silver. Cheggout Services Private Limited won silver in retail media advertising, while Paytm Ads – Versuni secured gold.
On social platforms, Vayner Media India took gold in community and UGC engagement, with Under 25 – Oppo winning silver. Segumento rounded off the list with silver in the innovation category.
Jaswant Singh, country managing director at ad:tech India, underscored the momentum, saying generative AI and data-driven decision-making are now central to marketing impact. Neena Dasgupta, IAA mancom member and chief executive and founder at The Salt Inc Consulting, added that the awards celebrate not just technology, but “the people, the creativity, and the relentless effort behind it.”
Backed by Comexposium Group, ad:tech New Delhi has long tracked digital disruption. Now, with the honours, it is rewarding those who are not just adapting to change but engineering it.
In an industry racing towards automation, the message from 2026 is unmistakable. The future of marketing will be written not just in ideas, but in algorithms.
