Kotak Mahindra Life Insurance Company (Kotak Life) has launched a new campaign that presents retirement as a new phase rather than an endpoint. Created with Wondrlab, the campaign positions retirement as a stage of reinvention, rediscovery and purpose.
The campaign moves away from the traditional view of retirement as a period to slow down. Instead, it shows retirement as a time to pursue interests, revisit earlier aspirations and approach the next phase of life with clarity. A film supports this idea by encouraging people who will retire in the next decade to plan early so they can enter this stage with financial freedom and the ability to follow their goals.
The film features actor Rajkummar Rao as an ordinary man experiencing a moment of inner conflict. It reflects a stage familiar to many in their mid-forties, when major milestones are behind them, routines take over and life starts to feel repetitive. In that moment, a sense of emptiness appears along with a search for greater purpose. The film focuses on this point of transition between comfort and the need for something more, between what has already been done and what is still ahead.
Ashish Nair, CMO and Head – Customer Value Management and Health Tech, Kotak Life said,“Retirement is no longer about slowing down; it’s about moving forward with confidence and renewed purpose. Our film captures that pivotal moment in life when achievements feel complete, yet a deeper purpose calls. At Kotak Life, we are committed to empowering Indians to embrace this reinvention with life insurance benefits & financial security; and the confidence to live their next chapter to the fullest.”
Speaking about the creative approach, Hemant Shringy, Chief Creative Officer and Managing Partner, Wondrlab said, “Kotak Life is a brand that’s truly keeping up with the times. When India’s ideas, hopes, dreams, aspirations, even retirement age and life expectancies are changing, Kotak Life is evolving the idea of retirement itself: from Retirement to Reinvention. It’s not just a category-defining thought but one that feels deeply relatable. This message is crucial for those in their forties, who have spent the last twenty years building lives and shouldering responsibilities and now stand at the threshold of another twenty years ahead. It is both a moment for reflection and a moment for planning forward. Rajkumar’s subtle, nuanced performance makes the narrative authentic and lived-in.”
